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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Proceeding of International Conference on Entrepreneurship (IConEnt)
Meranga, Isana Sri Christina
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Economics, Econometrics & Finance Social Sciences

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Examining the Impact of User-Generated Content and Firm-Generated Content on Brand Equity: The Mediating Role of Brand Credibility in Private Higher Education Meranga, Isana Sri Christina
Proceeding of International Conference on Entrepreneurship (IConEnt) Vol 3 (2023): Proceeding of 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The increasingly fierce competition in higher education, especially among private universities, has driven a focus on enhancing brand equity with the goal of establishing a unique position through sustainable branding strategies. This research aims to examine the role of social media communication as a crucial factor in building brand equity. This communication involves User-Generated Content and Firm-Generated Content through brand credibility. Data was collected through electronic questionnaires from 300 students across four private universities. The gathered data was analyzed using PLS-SEM. The research results indicate that User-Generated Content and Firm-Generated Content have a positive influence on brand credibility. This research demonstrates that brand credibility mediates the relationship between User-Generated Content and Firm-Generated Content and brand equity. The study contributes to the branding literature by revealing essential elements in building brand equity in the higher education sector that require further attention. Additionally, this research provides insights to universities about the significant role of User-Generated Content in shaping brand credibility, ultimately contributing to brand equity development.
ANTESEDEN BRAND LOVE DAN IMPLIKASINYA PADA POSITIVE EWOM, BRAND LOYALTY SEBAGAI VARIABEL MEDIASI: STUDI PADA PRODUK KECANTIKAN MS GLOW Mahendra, Astrid Hestiansyah; Meranga, Isana Sri Christina
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi brand love terhadap positive EWOM serta brand loyalty sebagai variabel mediasi pada pengguna skincare MS Glow di Provinsi DKI Jakarta. Data penelitian diperoleh dari 370 responden melalui teknik pengambilan sampel non-probability purposive sampling dengan skala likert 1-5 yang akan dianalisa dengan metode PLS-SEM software SmartPLS 4. Hasil penelitian ini menyatakan bahwa, brand experince berpengaruh positif terhadap brand love; self-congruity berpengaruh positif terhadap brand love; brand love berpengaruh positif terhadap brand loyalty; brand love berpengaruh positif terhadap positive EWOM; brand loyalty berpengaruh positif terhadap positive EWOM, dan brand loyalty secara positif dapat memediasi hubungan antara brand love dan positive EWOM. Penelitian ini memberi pemahaman penting tentang faktor-faktor yang memengaruhi hubungan konsumen dengan merek, serta untuk menyempurnakan strategi pemasaran. yang pada akhirnya mengarah pada peningkatan penjualan melalui kesediaan konsumen untuk melakukan positive EWOM. Penelitian ini juga memberi wawasan baru bagi perusahaan di industri kecantikan.
Examining the Impact of User-Generated Content and Firm-Generated Content on Brand Equity: The Mediating Role of Brand Credibility in Private Higher Education Meranga, Isana Sri Christina
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 3 (2023): Proceedings of the 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The increasingly fierce competition in higher education, especially among private universities, has driven a focus on enhancing brand equity with the goal of establishing a unique position through sustainable branding strategies. This research aims to examine the role of social media communication as a crucial factor in building brand equity. This communication involves User-Generated Content and Firm-Generated Content through brand credibility. Data was collected through electronic questionnaires from 300 students across four private universities. The gathered data was analyzed using PLS-SEM. The research results indicate that User-Generated Content and Firm-Generated Content have a positive influence on brand credibility. This research demonstrates that brand credibility mediates the relationship between User-Generated Content and Firm-Generated Content and brand equity. The study contributes to the branding literature by revealing essential elements in building brand equity in the higher education sector that require further attention. Additionally, this research provides insights to universities about the significant role of User-Generated Content in shaping brand credibility, ultimately contributing to brand equity development.
ANTESEDEN BRAND LOVE DAN IMPLIKASINYA PADA POSITIVE EWOM, BRAND LOYALTY SEBAGAI VARIABEL MEDIASI: STUDI PADA PRODUK KECANTIKAN MS GLOW Mahendra, Astrid Hestiansyah; Meranga, Isana Sri Christina
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi brand love terhadap positive EWOM serta brand loyalty sebagai variabel mediasi pada pengguna skincare MS Glow di Provinsi DKI Jakarta. Data penelitian diperoleh dari 370 responden melalui teknik pengambilan sampel non-probability purposive sampling dengan skala likert 1-5 yang akan dianalisa dengan metode PLS-SEM software SmartPLS 4. Hasil penelitian ini menyatakan bahwa, brand experince berpengaruh positif terhadap brand love; self-congruity berpengaruh positif terhadap brand love; brand love berpengaruh positif terhadap brand loyalty; brand love berpengaruh positif terhadap positive EWOM; brand loyalty berpengaruh positif terhadap positive EWOM, dan brand loyalty secara positif dapat memediasi hubungan antara brand love dan positive EWOM. Penelitian ini memberi pemahaman penting tentang faktor-faktor yang memengaruhi hubungan konsumen dengan merek, serta untuk menyempurnakan strategi pemasaran. yang pada akhirnya mengarah pada peningkatan penjualan melalui kesediaan konsumen untuk melakukan positive EWOM. Penelitian ini juga memberi wawasan baru bagi perusahaan di industri kecantikan.
Co-Authors Mahendra, Astrid Hestiansyah