Indonesian Journal of Economic & Management Sciences (IJEMS)
Vol. 1 No. 2 (2023): April 2023

The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia

Dimas Aditya Syahputra (Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Trisakti)
Kurniawati (Magister Manajemen Universitas Trisakti)

Article Info

Publish Date
30 Apr 2023

Abstract

The purpose of this research is to examine the effect of social media marketing initiatives on brand equity and brand loyalty through brand encounters. 205 participants made a purposive sampling sample for this study. The consumers who were the samples of this study, among others, had bought local fashion brands in Indonesia for at least the last six months. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. For further research, it is also possible to add and analyze additional factors that strengthen local fashion brands that are influenced by brand recognition and image building are two examples of social media marketing activities

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Indonesian Journal of Economic & Management Sciences (IJEMS)
Website

Abbrev

ijems

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

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

Description

Indonesian Journal of Economic & Management Sciences (IJEMS) is a scientific journal managed by the Formosa Publisher. This journal promotes disseminating research results in all economic, management, business, accounting, law, and Finance areas. The journal includes, but is not limited to the ...