Brand equity and the impact of social media marketing communication activities

Nur Amalina Hayati; Santi Delliana

doi:10.36407/jmsab.v6i1.617

Authors

Nur Amalina Hayati Faculty of Business & Communication, Institut Teknologi dan Bisnis Kalbis, Indonesia, Indonesia
Santi Delliana Faculty of Business & Communication, Institut Teknologi dan Bisnis Kalbis, Indonesia, Indonesia

DOI:

https://doi.org/10.36407/jmsab.v6i1.617

Keywords:

brand equity, Instagram, marketing communication activities, social media

Abstract

This study aims to determine the impact of social media marketing communications on brand equity. The research method used was quantitative, with purposive sampling serving as the sampling technique and a sample size of 96 people as the target population. Hypotheses are developed in quantitative data analysis by employing simple linear regression techniques. According to the findings, both categories include evaluating social media marketing communication activities and brand equity. According to the findings of the hypothesis testing, social media marketing communication activities have a significant impact on brand equity, with a strong category influence.