PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND EQUITY

The high growth of e-commerce in Indonesia has caused some e-commerce established in Indonesia to come from abroad causing competition among e-commerce businesses to become higher. Along with the increasingly rapid competition in the world of trade, promotion activities to increase brand equity in e-commerce business becomes important to do. Elevania is one of the e-commerce companies in Indonesia that is much in demand by the public but in recent years it has decreased sales, low brand equity is the cause of the situation. Elevania is one of the e-commerce companies in Indonesia that is in great demand by the public, but in recent years there has been a decline in sales, low brand equity are the cause of the situation. This study aims to determine the description of social media marketing of brand equity on Elevania. The type of research used is descriptive verification and the method used is the survey method using purposive sampling technique with a sample of 210 respondents. The data analysis technique used is path analysis with SPSS 22.0 for Windows computer software tools. Based on the results of the overall research the value of the calculation obtained through path analysis is greater than that found in the table. This means that overall there are significant effects of social media marketing on brand equity. In an effort to improve the social media marketing, the company must always increase of brand equity as dominant influential variables must still be directly controlled by the company. Keywords: Social media marketing, brand equit