Pengaruh Social Media Advertising Content, Social Media Sales Promotional Content dan Consumer Review terhadap Brand Equity (Survei pada Konsumen Ms Glow di Kota Malang)

Ningrum, Gerida Kawaii and Anni Rahimah, Dr. S.AB.,M.AB., Ph.D. (2023) Pengaruh Social Media Advertising Content, Social Media Sales Promotional Content dan Consumer Review terhadap Brand Equity (Survei pada Konsumen Ms Glow di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

MS Glow adalah brand kecantikan yang merupakan salah satu lini di bawah naungan PT. Kosmetika Cantik Indonesia. Adanya banyak brand kecantikan maka dibutuhkannya brand equity. Brand Equity berkaitan dengan kepercayaan konsumen yang lebih besar pada merek tertentu dibandingkan merek pesaing yang meningkatkan loyalitas dan kesediaan konsumen untuk membayar harga premium untuk merek tersebut. Brand equity dipengaruhi oleh beberapa faktor yaitu social media advertising content, social media sales promotional content dan consumer review. Tujuan penelitian ini untuk mengetahui pengaruh social media advertising content, social media sales promotional content dan consumer review terhadap brand equity. Metode penelitian ini menerapakan pendekatan kuantitatif dengan populasi penelitian yang merupakan pembeli produk MS Glow di Kota Malang dengan perolehan sampel sebesar 100 responden. Teknik analisis penelitian menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan variabel social media advertising content berpengaruh positif dan signifikan terhadap brand equity, variabel social media sales promotion content berpengaruh positif dan signifikan terhadap brand equity, variabel consumer review berpengaruh positif dan signifikan terhadap brand equity dan variabel social media advertising content, social media sales promotion content dan consumer review dapat berpengaruh positif dan signifikan secara simultan terhadap brand equity. Penelitian ini dapat memberikan sejumlah saran bagi perkembangan dan peningkatan brand equity setiap produk yang diproduksi oleh perusahaan yang berfokus pada social media advertising content, social media sales promotion content dan consumer review dan bagi penelitian selanjutnya dapat melakukan penelitian dengan cakupan yang lebih luas.

English Abstract

MS Glow is a beauty brand which is one of the lines under the auspices of PT. Indonesian Beauty Cosmetics. The existence of many beauty brands requires brand equity. Brand Equity relates to greater consumer trust in a particular brand compared to competing brands which increases consumer loyalty and willingness to pay a premium price for that brand. Brand equity is influenced by several factors, namely social media advertising content, social media sales promotional content and consumer reviews. The purpose of this study was to determine the effect of social media advertising content, social media sales promotion content, and consumer reviews on brand equity. This research method applies a quantitative approach to the study population who are buyers of MS Glow products in Malang City with a sample of 100 respondents. Research analysis technique using multiple linear regression analysis. The results showed that social media advertising content variables had a positive and significant effect on brand equity, social media sales promotion content variables had a positive and significant effect on brand equity, consumer review variables had a positive and significant effect on brand equity and social media advertising content variables, social media sales Promotional content and consumer reviews can simultaneously have a positive and significant effect on brand equity. This research can provide a number of suggestions for developing and increasing brand equity for each product produced by companies that focus on social media advertising content, social media sales promotion content and consumer reviews and for further research can conduct research with a wider scope.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030642
Uncontrolled Keywords:	Social Media Advertising Content, Social Media Sales Promotion Content, Consumer Review, Brand Equity
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	17 Jan 2024 02:01
Last Modified:	17 Jan 2024 02:01
URI:	http://repository.ub.ac.id/id/eprint/210513

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