PENGARUH IKLAN, MEDIA SOSIAL, DAN BRAND AMBASADOR TERHADAP BRAND EQUITY PADA BRAND SOMETHINC
Vol. 9 (2024), Articles
Vol. 9 (2024)

PENGARUH IKLAN, MEDIA SOSIAL, DAN BRAND AMBASADOR TERHADAP BRAND EQUITY PADA BRAND SOMETHINC

Articles
Published 2024-10-25
Anggun Sajidha
a:1:{s:5:"en_US";s:9:"Mahasiswa";}
pdf

Keywords

Advertising
Social Media
Brand Ambassador
Brand Equity

How to Cite

Sajidha, A. (2024). PENGARUH IKLAN, MEDIA SOSIAL, DAN BRAND AMBASADOR TERHADAP BRAND EQUITY PADA BRAND SOMETHINC . Prosiding Seminar Nasional Manajemen, Ekonomi Dan Akuntansi, 9, 592–600. Retrieved from https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/5425
ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver

Download Citation

Endnote/Zotero/Mendeley (RIS) BibTeX

Abstract

This study investigates the increased usage of cosmetic products in Indonesia, reflecting a growing lifestyle trend. The rise in the number of cosmetic users presents opportunities for local producers to compete in a broad and diverse market. To gain a competitive edge, developing strong brand equity is crucial. This research aims to analyze the impact of advertising, social media, and brand ambassadors on brand equity, both partially and simultaneously, among Somethinc brand customers. Utilizing a quantitative approach with descriptive methods and Non-Probability Sampling techniques, the results indicate that advertising (X1) and social media (X2) significantly influence brand equity, while brand ambassadors (X3) do not have a significant partial impact. However, advertising, social media, and brand ambassadors collectively have a significant effect on the brand equity of Somethinc customers.

pdf

References

Dwitri Waluyo. (2023). Kinclong Industri Kosmetik Tanah Air. indonesia.go.id. https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1

Sumantri, B. A., Adawiyah, W. R., & Pisang, A. (2023). Analysis Of Dynamic Capability Of Managers During The Covid-19 Pandemic Cooperative Village Units In The Mataraman Region, East Java. Jurnal Nusantara Aplikasi Manajemen Bisnis, 8(1), 191–200.

Kotler, P., & Armstrong, G. (2016). Prinsip - Prinsip Pemasaran (13 ed.). Erlangga.

Sekti, F., Hindra, D. N., Si, M., Astuti, A., Sos, S., & Kom, M. (2020). Pengaruh Iklan dan Promosi Penjualan Terhadap Brand Equity.

Lorenza, V., & Erdiansyah, R. (2022). Pengaruh Penggunaan Iklan Televisi dan Daya Tarik Iklan terhadap Brand Equity Shampo Head & Shoulders. 141–148.

Irwan, A., & Kamaruddin. (2023). Pengaruh iklan,promosi dan harga terhadap ekuitas merek. 1–11.

Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2): 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002

Sakina, F., & Aslami, N. (2022). Pemanfaatan Instagram Sebagai Social Media. 1(3), 178–184.

Nugroho, T. P. (2023). Pengaruh Brand Ambassador, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Somethinc. Jurnal Ilmiah Multidisiplin, 2(02), 84–91. https://doi.org/10.56127/jukim.v2i02.597

Chandrawinata, V. (2023). Pengaruh Electronic Word Of Mouth Dan Brand Ambassador Terhadap Brand Equity.