Pengaruh Pemasaran Sosial Media Terhadap Ekuitas Merek Dengan Nilai Pelanggan Sebagai Variabel Intervening

Hana Qurota A'yun (Universitas Muhammadiyah Sukabumi)
Asep Muhammad Ramdan (Universitas Muhammadiyah Sukabumi)
Nor Norisanti (Universitas Muhammadiyah Sukabumi)

Journal of Economic, Bussines and Accounting (COSTING)
Vol 5 No 2 (2022): COSTING : Journal of Economic, Bussines and Accounting

The research was aimed at determining the mediation’s influence of customer value in the relationship of Media Social Marketing of Brand Equity. The methods used in the research were descriptive-associative and cluster sampling method. Spreading out questionnaires to 390 respondents who were the costumers of the local fashion brand Mayoutfit in Sukabumi City. The technique of analysing data was Structural Equation Modelling analysis technique assisted by AMOS Ver 23. The results of the research show that social media marketing influences significantly toward Customer Value, The Customer value Influences toward Brand Equity, and Costumer Value Mediating the relationship of Social Media marketing to Brand Equity in a way partial mediation. Keywords : Social Media, Costumer Value, Brand Equity