GREENOMIKA
Vol. 6 No. 1 (2024): GREENOMIKA

The Role of Brand Equity in Mediating the Influence of Social Media Communication on Museum Revisit Intention in Jakarta

Widiyanto, Mohamad (Unknown)
Abdha, Muhammad Fadly Erzavi (Unknown)

Article Info

Publish Date
30 Jun 2024

Abstract

This research was conducted with the aim of analyzing the influence of social media communication through brand equity on revisit intention at museums in Jakarta. A quantitative approach is used to answer the research problem formulation. The research sample was 220 museum visitors in Jakarta. The data analysis technique was carried out using partial least square analysis using the SmartPLs program. The research results show that social media communication has a significant effect on revisit intention and brand equity is able to mediate the influence of social media community on revisit intention at museums in Jakarta.

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Journal Info
GREENOMIKA
Website

Abbrev

gnk

Publisher

Universitas NU Sidoarjo

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Greenomika contains a collection of a selected articles from the results of research and study of literature which is relevant to accounting, management, and entrepreneurship. Greenomika Journal is published 2 (two) times a year, in June and December.The Greenomika topic include Accounting in Public ...