Pengaruh Penggunaan Media Sosial Terhadap Ekuitas Merek Agen Perjalanan Daring
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Abstract
Penulisan ini dibuat untuk melihat respon konsumen terhadap ekuitas merek agen perjalanan daring serta pengaruh ekuitas merek secara keseluruhan kepada konsumen melalui media sosial. Kuesioner diberikan kepada setiap pengguna sebagai responden. Dari 340 responden, 329 responden diantaranya menyatakan bahwa pernah melihat agen perjalanan daring di media sosial. Hipotesa yang ada diuji menggunakan analisis regresi. Penulisan menunjukkan bahwa setiap variabel yang ada berpengaruh terhadap ekuitas merek. Dampak positif yang muncul ditunjukkan melalui hasil setiap variabel. Kesadaran merek sebagai variabel yang berpengaruh besar, dapat mendorong ekuitas merek secara komprehensif. Penulisan ini memperlihatkan bahwa ekuitas merek berperan penting. Merek merupakan identitas yang melambangkan sebuah produk. Kemudian, merek juga berfungsi sebagai pengendali pasar.
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