Analysis of The Influence of Social Media Marketing on Brand Equity and Consumer Behavior Toward Buying Sepatu Compass Products at Sepatu Compass Online Store (Survey on Padang City Students)

Muhammad, Afdhal (2023) Analysis of The Influence of Social Media Marketing on Brand Equity and Consumer Behavior Toward Buying Sepatu Compass Products at Sepatu Compass Online Store (Survey on Padang City Students). Diploma thesis, Universitas Andalas.

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Abstract

This research aims to analyze the influence of social media marketing variable on consumer behavior variable with brand equity as a mediating variable. The sample of this research is a college students domiciled in the Padang city who have known and have purchased Sepatu Compass products, with a total of 250 samples. The sampling technique of this research uses purposive sampling (non-probability sampling) using primary data with a 5-point Likert scale. Data processing in this research was carried out using Microsoft Office Excel and SmartPLS software version 4.0. The results of this research show that social media marketing variable have a positive and significant influence on brand equity variable and consumer behavior variable. In addition, brand equity variables also give a full mediation influence on the relationship between social media marketing variable and consumer behavior variable. Keywords: Social Media Marketing, Brand Equity, Consumer Behavior, Sepatu Compass

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