Pengaruh Social Media Marketing Terhadap Ekuitas Merek E-Commerce Sociolla
(1) * Puput Putri Utami Mail (Institut Komunikasi Dan Bisnis LSPR, Indonesia)
(2) Kezia Wilona Mail (Institut Komunikasi Dan Bisnis LSPR, Indonesia)
(3) Chelsea Tabitha Mail (Institut Komunikasi Dan Bisnis LSPR, Indonesia)
*corresponding author

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh soczial media marketing terhadap ekuitas merek e-commerce sociolla. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data primer melalui pemberian data langsung kepada responden melalui kuesioner. Data dalam penelitian diperoleh dari 135 responden yang merupakan masyarakat DKI Jakarta yang menjadi konsumen e-commerce kosmetik Sociolla. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data primer melalui pemberian data langsung kepada responden melalui kuesioner. Selanjutnya, analisis data dalam penelitian ini menggunakan metode statistik regresi linier berganda dengan bantuan SPSS 25. Untuk pengujian analisis data menggunakan uji validitas, reliabilitas, uji outlier data, uji normalitas, analisis regresi sederhana, dan koefisien determinasi. Hasil penelitian menemukan bahwa social media marketing Sociolla dapat meningkatkan ekuitas merek e-commerce Sociolla. Faktor social media marketing berpengaruh positif dan signifikan terhadap ekuitas merek e-commerce Sociolla.

Keywords


Pemasaran Media Sosial, Ekuitas Merek, E – Commerce Sociolla

   

DOI

https://doi.org/10.31604/jips.v9i1.2022.223-238 		      

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