Pengaruh Social Media Marketing Instagram terhadap Brand Equity

Abstract

There are several new marketing strategies that can be used as benchmarks for brands to remain competitive amidst technological advances. This research wants to find out whether there is an influence between social media marketing and brand equity and how big this influence is. The author used a questionnaire survey method to collect data and the sample used was 203 respondents. The questionnaire was distributed to followers of the Instagram account @ekrutofficial. This research shows that there is a 60% influence of social media marketing Instagram @ekrutofficial on Ekrut brand equity. Terdapat beberapa strategi pemasaran baru yang dapat dijadikan tolok ukur brand agar tetap bisa bersaing di tengah kemajuan teknologi. Penelitian ini ingin mengetahui apakah terdapat pengaruh antara social media marketing dan brand equity serta seberapa besar pengaruh tersebut. Penulis menggunakan metode survei kuesioner untuk mengumpulkan data serta sampel yang digunakan sebanyak 203 responden. Kuesioner dibagikan kepada pengikut akun Instagram @ekrutofficial. Penelitian ini menunjukkan bahwa terdapat pengaruh sebesar 60% social media marketing Instagram @ekrutofficial terhadap ekuitas merek Ekrut.