Social Commerce as a Media to Create Brand Equity of Higher Education

Abstract

The highest level of education is the center of science development, research center and community service in line with the function of Three Duties in Higher Education (Tri Dharma Perguruan Tinggi) in order to support the development of Indonesian human resource quality. Achievement of higher education should be improved to create a name or branding in the community. But not only that, in the era of internet and crowded users of social media today, the use of social media has a high influence on the creation of a college brand in the eyes of the public. This research utilizes social media platform in the form of Facebook and Instagram as a form of application of social commerce as a medium to create brand equity in college. The college that used as research object is STMIK Amikom Purwokerto. The results of this study presents that through customer segmentation on Facebook and Instagram it can be obtained at least as many as 240,000 potential customers who are interested in the brand STMIK Amikom Purwokerto.