Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk meneliti pengaruh social media advertising dan product display terhadap brand equity yang dimediasikan brand image pada pelanggan aplikasi zalora di kota banda aceh. sampel yang digunakan berjumlah 203 responden. data dikumpulkan dengan menggunakan kuesioner. teknik analisa data yang digunakan adalah metoda hierarchical regression analysis dengan menggunakan software statistical package for social scienced (spss). hasil analisis ini menunjukkan social media advertising dan product display berpengaruh signifikan terhadap brand equity pada pelanggan aplikasi zalora di kota banda aceh. sedangkan, brand image memediasi pengaruh social media advertising dan product display terhadap brand equity. kata kunci: social media advertising, product display, brand image, dan brand equity

ABSTRACK This research aims to examine the influence of Social Media Advertising and Product Display on Brand Equity mediated by Brand Image on ZALORA application customers in Banda Aceh City. The sample used was 203 respondents. Data was collected using a questionnaire. The data analysis technique used is the Hierarchical Regression Analysis Method using Statistical Package For Social Science (SPSS) software. The results of this analysis show that Social Media Advertising and Product Display have a significant effect on Brand Equity among ZALORA application customers in Banda Aceh City. Meanwhile, Brand Image mediates the influence of Social Media Advertising and Product Display on Brand Equity. Keywords: Social Media Advertising, Product Display, Brand Image, and Brand Equity