Electronic Theses and Dissertation

Penelitiaan ini bertujuan untuk menguji pengaruh facilitating conditions dan customer experience yang dimediasi oleh social media marketing terhadap customer-based brand equity pada pelanggan hoco coffee banda aceh. pengumpulan data dalam penelitian ini diperoleh melalui penyebaran google form sebagai instrumen pengumpulan data terhadap 180 nasabah. teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan jenis yang digunakan purposive sampling. berdasarkan hasil analisis menunjukkan bahwa facilitating conditions berpengaruh positif terhadap customer- based brand equity, customer experience berpengaruh positif terhadap customer- based brand equity, facilitating conditions berpengaruh positif terhadap social media marketing, customer experience berpengaruh positif terhadap social media marketing, social media marketing berpengaruh positif terhadap customer-based brand equity dan social media marketing dapat memediasi hubungan antara facilitating conditions terhadap customer-based brand equity dan juga social media marketing dapat memediasi hubungan antara customer experience terhadap customer-based brand equity. kata kunci: facilitating conditions, customer experience, social media marketing, dan customer-based brand equity

This research aims to examine the effect of facilitating conditions and customer experience mediated by social media marketing on customer-based brand equity in HOCO Coffee Banda Aceh customers. Data collection in this study was obtained through distributing google forms as a data collection instrument for 180 customers. The sampling technique used in this study is non-probability sampling with the type used purposive sampling. Based on the results of the analysis, it shows that facilitating conditions have a positive effect on customer-based brand equity, customer experience has a positive effect on customer-based brand equity, facilitating conditions have a positive effect on social media marketing, customer experience has a positive effect on social media marketing, social media marketing has a positive effect on customer-based brand equity and social media marketing can mediate the relationship between facilitating conditions on customer-based brand equity and also social media marketing can mediate the relationship between customer experience on customer-based brand equity. Keywords: Facilitating Conditions, Customer Experience, Social Media Marketing, dan Customer-Based Brand Equity