Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh social media marketing terhadap consumer-based brand equity yang dimediasi oleh brand experience dan social media benefit pada konsumen brand lafiye. didapatkan 170 responden konsumen brand lafiye. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa social media marketing, brand experinec dan social media benefit berpengaruh signifikan terhadap consumer based brand equity. social media marketing berpengaruh signifikan terhadap brand experience dan social media benefit. kemudian berdasarkan hasil indirect effect ditemukan bahwa brand experince dan social media benefit memediasi secara parsial pengaruh social media marketing terhadap consumer based brand equity pada brand lafiye. kata kunci : consumer based brand equity, social media marketing, brand experience, social media benefit

ABSTRACT This study aims to see the influence of social media marketing on consumer-based brand equity mediated by brand experience and social media benefits on consumers of the Lafiye brand. 170 respondents of Lafiye brand consumers were obtained. Data analysis in this study used the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that social media marketing, brand experience and social media benefits have a significant effect on consumer-based brand equity. Social media marketing has a significant effect on brand experience and social media benefits. Then based on the results of the indirect effect, it was found that brand experience and social media benefits partially mediate the influence of social media marketing on consumer-based brand equity on the Lafiye brand.. Keywords: Consumer Based Brand Equity, Social Media Marketing, Brand Experience, Social Media Benefit