Wardana, Nuli Sukma and Ellyawati, Jeanne (2018) Brand Communication and Its Effect on Brand Equity on INSTAGRAM. In: International Conference on “Business Economics, Social Science & Humanities”, 26-27 June 2018, Osaka, Japan.
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Text (Nuli Sukma Wardana - Jeanne Ellyawati)
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Abstract
This study aims to investigate the effect of brand communication on brand equity on media Instagram. The dimension of brand communication is measured using firm-created and usergenerated content variables. Data was collected by using a cross-sectional survey design with a paper and pencil test. The research subject is a customer of Jogja Food Truck (JFT) Community and follows their Instagram. Samples of 300 respondents were collected using the purposive sampling method. Multiple linear regression statistic method is employed to analyze data. The result shows that the dimensions of firm-created content (FCC) communication in online social media has a positive effect on brand equity. While user-generated content (UGC) communication in online social media partially affects brand equity.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | brand communication, brand awareness, brand loyalty, perceived quality, brand equity, Instagram. |
| Subjects: | Manajemen > Pemasaran |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Editor UAJY |
| Date Deposited: | 24 Nov 2020 06:38 |
| Last Modified: | 24 Nov 2020 06:38 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/22661 |
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