Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Innovation in Business and Economics
Nainggolan, Giovany Tarminasyah
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
How does social media marketing impact consumer response? The role of brand equity in Indonesia’s SVOD Services Nainggolan, Giovany Tarminasyah; Perwangsa Nuralam, Inggang
Journal of Innovation in Business and Economics Vol. 10 No. 01 (2026): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v10i01.38319

Abstract

The growth of digital technology has led Indonesians to increasingly use social media, a trend that marketers leverage to enhance brand awareness, image, loyalty, and willingness to pay premium prices. This study examines the impact of Social Media Marketing Activities on Brand Loyalty and Willingness to Pay Premium Prices, with Brand Awareness and Brand Image as intervening. Using the Stimulus-Organism-Response (S-O-R) framework, social media marketing activities as the stimulus, brand equity (awareness and image) as the organism, and consumer responses (loyalty and willingness to pay premium) as the response. Data was collected from 270 Indonesian Subscription Video-on-Demand users through purposive sampling and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS. Results indicate that social media marketing activities significantly influences brand awareness and brand image, which, in turn, significantly impact brand loyalty and the willingness to pay premium prices
Co-Authors Perwangsa Nuralam, Inggang