PENGARUH PERSEPSI MEDIA SOSIAL DAN SPONSORSHIP MARKETING TERHADAP POSITIVE WORD OF MOUTH SERTA DAMPAKNYA PADA EKUITAS MEREK (Studi Pada Konsumen Wardah Kosmetik di Media Sosial di Semarang)
Abstract: In this fast growing
era, internet is no strange to everyone. Whether it’s for individual,
corporate, educational, even business interests. Marketing or selling a product
throught the internet has become commonplace. Marketing with internet-based
strategies,especially social media, can pressing the price of marketing or
promotion, but it can reach a large income. Through social media, customers can
find information about what they want more easily and freely. One of the
biggest brand of cosmetics industry that utilize this strategy is Wardah
Cosmetics. As a brand with more than 30 years experience, Wardah should be
superior in competition, by building strong brand equity. This study aimed to
analyze the variabels of social media perception, sponsorship marketing to
positive word of mouth and its impact on brand equity. This study is conducted
on Wardah cosmetic’s customer in social media in Semarang.
Convenience sampling method is used for this research, samples were
collected from 100 respondents (consumer who have instagram account, follow
Wardah’s account (@wbhsemarang) and use Wardah products). Multiple regression
analysis is used fo this study.
This results showed that social media perception and sponsorship
marketing has positive and significant effect on positive word of mouth, and
positive word of mouth has positive and significant effect on brand equity.
Keywords: Social Media
Perception, Sponsorship Marketing, Positive Word Of Mouth, and Brand Equity
Penulis: Ayu Indira Griyana
Dewi, Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170926
