Irmadela, Dinar Fernanda (2021) Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Ekuitas Merek dan Loyalitas Merek Pada Produk Kosmetik Wardah di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study analyzes the effect of Social Media Marketing Activities on Brand Equity and Brand Loyalty of Wardah cosmetic products in Surabaya. The survey was conducted with a total of 125 respondents who use social media, are Wardah cosmetics users, and domiciled in Surabaya. The sampling technique used in this study is non-probability sampling using WarpPLS 7.0 software as a tool in processing data. The results of this study are that Social Media Marketing Activities have a significant positive effect on Brand Equity, and Brand Loyalty, and Brand Equity as a mediation has an indirect influence on Social Media Marketing Activities and Brand Loyalty. Keywords: Social Media Marketing Activities, Brand Equity, Brand Loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | DINAR FERNANDA IRMADELA |
| Date Deposited: | 30 Aug 2022 02:47 |
| Last Modified: | 30 Aug 2022 02:47 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9549 |
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