THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

The purpose of this study is to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data from 150 respondent in Surabaya were analyzed using Structural Equation Model (SEM) via Amos version 22. Respondent were randomly drawn from Surabaya soc...

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Bibliographic Details
Main Authors: Angel Aprilia Susilo, Silvia Margaretha, Christina Rahardja Honantha
Format: Article
Language:English
Published: Department of Management, Faculty of Economics and Business, Universitas Surabaya 2016-03-01
Series:Manajemen dan Bisnis
Subjects:
social media
brand communication
brand awareness
brand loyalty
perceived quality
Online Access:https://www.journalmabis.org/mabis/article/view/287

Internet

https://www.journalmabis.org/mabis/article/view/287

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