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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis Jurnal Pendidikan Bisnis dan Manajemen Jurnal Pendidikan Ekonomi & Bisnis (Edisi Elektronik) JBMR: Journal of Business and Management Review International Journal of Economy, Education and Entrepreneurship (IJE3) PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) International Journal of Humanities Education and Social Sciences BISMA (Bisnis dan Manajemen)
Titis Shinta Dhewi
Universitas Negeri Malang
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Journal : Jurnal Pendidikan Ekonomi

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Social Media Marketing and Its Influence on Brand Equity: The Mediating Role of Word of Mouth and E-Word of Mouth Titis Shinta Dhewi; Mickhael Kurnianto
Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB) Vol 11 No 01 (2023): Jurnal Pendidikan Ekonomi & Bisnis (DOAJ & SINTA 2 Indexed)
Publisher : Faculty of Economics, State University of Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JPEB.011.1.1

Abstract

The purpose of this study is to examine the nexus between social media marketing and brand equity, and the role of word of mouth and electronic in mediating this connectivity word of mouth. A quantitative approach with a descriptive explanatory design is employed to estimate the link between the variables observed. The study adopts purposive sampling technique with a sample size of 200 participants, and data is analyzed using Path Analysis with Warp-PLS 3.0. The findings indicate that social media marketing positively influences brand equity, and both word of mouth and e-word of mouth play a vital role in escalating brand equity. The study also confirms the mediating role of word of mouth and e-word of mouth in explaining the connectivity between social media marketing and brand equity. The results suggest that the assimilation and educational-based tourism management can promote tourism through social media to enhance the value of tourist attractions’ names, encouraging the public to enlarge in word-of-mouth promotion.
Co-Authors Afwan Hariri Agnes Dini Mardani Agus Hermawan Ajeng Atha Ardelia Cahyanti Al Khoirotunnisa Al Mukaromah Dewi Puspita Elfit Maidah Fina Ratna Sari Haya Nur Safa’atin Heri Pratikto Indra Muttaqin Kurniawan, Dediek Tri Ludi Wishnu Wardana M. Nizar Rojabi Mickhael Kurnianto Mickhael Kurnianto Muchamad Zaini Achsan Nadhifah Citra Tsani Soraya Naswan Suharsono Nurmalita Sari Rachmad Nurofiq Ramantyo Rayie Tariaranie Wiraguna Rohmat Rosana Oktaviani Sudarmiatin Sudarmiatin Sudarmiatin Syah Reza Al Faisal Syihabudhin Valma Putri Sabella Yeni Winarti