The Influence of Marketing Activities Through Social Media on Consumer-based Brand Equity Mediated by Brand Benefits and Experience Among Generation Z Syiah Kuala University Students
Abstract
This study aims to find out how the influence of marketing activities
through social media on consumer-based brand equity is mediated by
brand benefits and brand experience among Generation Z students at
Syiah Kuala University. Data collection in this study was obtained by
distributing questionnaires (questionnaires) provided via google form
as a data collection instrument for 160 students at Syiah Kuala
University who represented the study population. The sampling
technique used in the research was non-probability sampling with a
purposive sampling technique. The data analysis method used is Partial
Least Square (PLS) to determine the effect of the research variables
involved. The results showed that the variables of brand experience and
brand benefits were able to mediate the influence of marketing activity
through social media on consumer-based brand equity among
Generation Z Kopi Kiri Shop consumers in the Syiah Kuala University
students' environment.
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This work is licensed under a Creative Commons Attribution 4.0 International License.