| dc.contributor.author | ESMA, DEDI FIRMAN | |
| dc.date.accessioned | 2019-12-03T06:40:48Z | |
| dc.date.available | 2019-12-03T06:40:48Z | |
| dc.date.issued | 2019-11-01 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/30723 | |
| dc.description | The use of internet access to share information at this time is needed by
every company, with the development of social media has made more people
can communicate with each other, at any time and from anywhere. This study
analyzes the effect of social media marketing activities (SMMA) on brand
equity and customer response on airline Instagram. The study was conducted
on 185 followers in social media Instagram owned by Garuda Indonesia, and
in this study method of data analysis using SEM (Structural Equation
Modeling) which will be assisted with a program from AMOS. The results
showed that; 1) SMMA had a significant effect on brand awareness; 2)
SMMA had a significant effect on brand image; 3) brand awareness had no
significant effect on E-WOM; 4) brand awareness had a significant effect on
commitment; 5) brand image had a significant effect on E -WOM; 6) brand
image has a significant effect on commitment. | en_US |
| dc.description.abstract | The use of internet access to share information at this time is needed by
every company, with the development of social media has made more people
can communicate with each other, at any time and from anywhere. This study
analyzes the effect of social media marketing activities (SMMA) on brand
equity and customer response on airline Instagram. The study was conducted
on 185 followers in social media Instagram owned by Garuda Indonesia, and
in this study method of data analysis using SEM (Structural Equation
Modeling) which will be assisted with a program from AMOS. The results
showed that; 1) SMMA had a significant effect on brand awareness; 2)
SMMA had a significant effect on brand image; 3) brand awareness had no
significant effect on E-WOM; 4) brand awareness had a significant effect on
commitment; 5) brand image had a significant effect on E -WOM; 6) brand
image has a significant effect on commitment. | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | MAGISTER MANAJEMEN PROGRAM PASCASARJANA UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Social media marketing activities (SMMA), Brand equity, Brand awareness, Brand image, Customer response, E-WOM, Commitment. | en_US |
| dc.title | PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) TERHADAP BRAND EQUITY DAN CUSTOMER RESPONSE | en_US |
| dc.type | Thesis | en_US |
