MABIS: Manajemen dan Bisnis
Vol 15, No 1 (2016): MARCH 2016

THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

Angel Aprilia Susilo (Unknown)
Silvia Margaretha (Unknown)
Christina Rahardja Honantha (Unknown)

Article Info

Publish Date
01 Mar 2016

Abstract

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya society who joined the Fan Page of Indomie on Facebook. Result of this study showed that firm-created and user-generated social media brand communication positively influences Brand Awareness/Association, but has no influences on brand loyalty, and perceived quality only affected by user-generated social media brand communication.

Copyrights © 2016




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
151.609 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
MABIS: Manajemen dan Bisnis
Website

Abbrev

mabis

Publisher

Universitas Surabaya

Subject

Economics, Econometrics & Finance Social Sciences

Description

Manajemen & Bisnis (MABIS) is an open access journal with ISSN 1412-3789 and e-ISSN 2477-1783. The editorial board invites authors and experts to publish and share their ideas through scientific and empirical research in the field of Management and Business. The major objective of the publication is ...