Pengaruh Social Media Marketing terhadap Brand Equity (Survei terhadap Anggota Fanpage Facebook Elevania)

Abstract

The problem in this study is the low ranking of Elevania on the list of e-commerce companies in Indonesia due to the reduction in sales every year. The purpose of this study is to obtain empirical evidence about the effect of sub variabel social media marketing to brand equity. The type of research used is descriptive verification that is by drawing and exposure of the varibale-variables studied and then drawing conclusions. The object of research that is the dependent variable is the brand equity (Y) social media marketing (X) as independent variables. The population in this study were followers of Elevaia's Facebook fan page in Indonesia. Sampling in this study used a simple random sampling method using a purposive sampling technique for 2 -followers of Elevania's Facebook fan page. Test instrument is done by vadility test and reliability test and the analysis technique used is path analysis.