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All Journal Jurnal Ekonomi dan Kewirausahaan Manajemen Sumber Daya Manusia Journal of Economics, Business, & Accountancy Ventura Adi Widya : Jurnal Pengabdian Masyarakat Comvice : Journal of community service JAD: Jurnal Riset Akuntansi & Keuangan Dewantara Jurnal Ilmiah Edunomika (JIE) Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) JURNAL AKUNTANSI DAN BISNIS Journal of Artificial Intelligence and Digital Business Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce MIMBAR INTEGRITAS Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Manajemen Riset Inovasi Trending: Jurnal Manajemen dan Ekonomi Jurnal Riset Manajemen dan Ekonomi West Science Interdisciplinary Studies Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Riset Ilmu Manajemen Bisnis dan Akuntansi Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi West Science Interdisciplinary Studies Jurnal Pengabdian Masyarakat Berkarya Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Jurnal Pengabdian Nasional (JPN) Indonesia Akuntansi Pajak dan Kebijakan Ekonomi Digital PENG: Jurnal Ekonomi dan Manajemen Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Jurnal Ekonomi, Manajemen, Akuntansi
ERNI WIDAJANTI
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : West Science Interdisciplinary Studies

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The Impact of Social Media Marketing Activities on Value Equity, Brand Equity, and Relationship Equity in Ngarsopura Market of Surakarta Sumaryanto, Sumaryanto; Widajanti, Erni; Susanti, Nani Irma
West Science Interdisciplinary Studies Vol. 2 No. 01 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i01.537

Abstract

Even in Surakarta, traditional marketplaces continue to play an essential role in the commercial activities that take place in Indonesia. Because of the proliferation of digital technology, the utilization of social media in marketing endeavors has become increasingly important. On the other hand, there is currently a dearth of research about the influence that social media marketing operations have on value equity, brand equity, and customer relationship equity in traditional markets. In the Ngarsopuro Market in Surakarta, the purpose of this study is to provide an explanation of the potential social media marketing actions that have the potential to influence those three equity factors. The strategy known as Partial Least Square (PLS) is utilized as a device for doing data analysis in this study. Through the use of questionnaires, information was gathered from 230 individuals who have visited Ngarsopuro Market and have engaged in the practice of online shopping. A favorable impact on value equity, brand equity, and relationship equity has been observed at Ngarsopuro Market as a result of the utilization of social media, as demonstrated by the findings of the study. In addition, the investigation revealed that value equity, brand equity, and customer relationship equity all play a key role in the decision to make a purchase in the Ngarsopuro Market. Therefore, in order to maintain conventional markets, it is anticipated of sellers that they would make more efficient use of social media, give relevant information about their products, and increase consumer loyalty.  
Co-Authors Afifah Devi Lestari Amin Wahyudi Aminuyati Anissa Nur Azizah Arie Wibowo Arif Nur Saputro Asih Handayani Aurel Yulita Pradyasari Bagas Priyatama Calvin Andrea Caturani, Erwin Desvitasari, Armelita Dian Raras Ati Dicky Wahyu Ramadhan Dwi Astuti, Alfiana Dyah Susanti Hayuningrum Eka Parya, Atiska Eva Nur Safitri Fahmi Nurdin Hamid Febri Widya Puspitasari Francisca Audry Kournikova Friska Oktaviani Handayani, Asih Isnaini, Isnaini Justitie, Destria Karunia Fadillatul Firdaus Kusuma, Egidia Natasya Yovita Maharani, Dona Fitriana Muthia Nur Alvianti Nani Irma Susanti Nurul Atikah Pebrianti, Naca Shahidatur Rahma Permadani, Septiana Bunga Prasetyo, Briyan Aji Purwaningsih, Reza Retma Puspitasari, Vernanda Putri Novita Sari Raras Ati, Dian Retno Yulianti Rika, Odysiusoctavia Rispantyo Rispantyo, Rispantyo Rohman, Annisa Safitri, Eva Nur Safitri, Natalina Wahyu Saputro, Arif Nur Saputro, Rohmat Dimas Sari, Aisyah Arum Sari, Ressa Meilani Selvia Luwinda Septiana Bunga Permadani Siska Dwi Rahayu Suddin, Alwi Sumaryanto Sumaryanto Sumaryanto Sumaryanto, Sumaryanto Sunarso , Sunarso Sunarso Sunarso Sunarso Sunarso Suprayitno Suprayitno Suprayitno Suprayitno Suryo, Aryoto Adhi Susanti, Nani Irma Sutarno Sutarno Sutarno Syaifudin, Muh Ismail Syamsulhaq, Syamsulhaq Tri Handayani Tyandini, Lelani Kalis Utami, Fitria Dewi Vadesma, Wanda Theza Valentina, Jesslyn Wahyuningsih, Triana Widya Puji Astuti, Widya Puji Windiyastutik, Arida Tri Y. Djoko Suseno Y. Djoko Suseno Yernia Aloensia Putri Yulfina Putri Wahyuningrum