No abstract

Currently technology continues to progress where the impact given is very large, especially in the business world. Sosial media Instagram is one of the platforms most widely used by business people in conducting marketing activities or commonly called Sosial Media Marketing Activities. This study aims to determine whether the influence of sosial media marketing activities carried out by Chatime has an influence on customer response, namely e-wom and commitment which is mediated through brand equity variables. The dimensions of brand equity that will be measured are brand awareness and brand image. This study uses quantitative methods. Respondent data was collected by distributing questionnaires through sosial media and the analytical technique used was Structural Equation Modeling (SEM) with the help of SmartPLS software. The samples used are Chatime consumers, Instagram sosial media users and followers who have accessed Chatime Instagram sosial media accounts. The results showed that the hypothesis contained in the study had a positive influence between sosial media marketing activities on customer response, namely e-wom and commitment as well as brand awareness and brand image.

Indonesia is an agricultural country with the highest absorption of agricultural labor compared to the working population. The high level of agriculture in Indonesia, coupled with the demand for pesticides, is indicated by the value of the world agricultural chemical market from 2018 to 2020 which continues to increase and is predicted to continue to increase until 2025. Currently, more and more pesticide products are registered in Indonesia. PT Nufarm Indonesia has carried out its integrated marketing communication (promotion mix) since 2011 in Belu, NTT to build brand equity in the midst of competition. This study aims to determine how much influence PT Nufarm Indonesia's integrated marketing communication has in building its brand equity. The method used in this research is quantitative with a questionnaire as a tool to collect data on 100 respondents. The criteria for respondents are Nufarm fostered farmers in Belu, NTT who have used Nufarm Indonesia products more than once. The data obtained will be analyzed using Structural Equation Models (SEM) with Smartpls software. The findings of this study are that there is a significant effect of each dimension of integrated marketing communication on all dimensions of brand equity.

Changes in the trend of society in making beauty products as their main needs in line with technological developments make the digital business competition even higher. Therefore, e-commerce engaged in beauty, Sociolla, issued a new application called SOCO by Sociolla. This application integrates its features such as Beauty Journal and Sociolla into one platform to facilitate its users. However, in its implementation, this application is considered to provide unsatisfactory service quality seen from complaints on App Store and Google Play.

Technology today has an important role in various aspects of life. Technology can make it easier for people to carry out daily activities without any limitations. One of the uses of this technology is the implementation of marketing activities that can be carried out through social media. This study aims to determine whether the influence of social media marketing activity carried out by Le Bliss Bouquet has an influence on brand equity, distribution of e-WOM on social media, and purchase intention. Some of the theories used include the theory of social media marketing activity, brand equity, E-WOM, and consumer behavior that can form interest in making purchases. The type of research conducted is causal. Respondent data was collected by distributing questionnaires through social media and the analytical technique used was Structural Equation Modeling (SEM) with the help of SmartPLS software. The sample used in this study were Instagram social media users who had accessed the Le Bliss Bouquet Cirebon Instagram social media account. The results show that the structural equation modeling supports the hypothesis contained in the study and shows a positive influence between social media marketing activity on purchase intention. In addition, brand equity is also considered to have a positive impact on e-WOM and e-WOM maintains a positive influence on purchase intention. It is hoped that the results of this study can be used as an evaluation of the implementation of social media marketing activities carried out by the company because it is considered capable of forming product brand equity and influencing purchase intention