THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) ON BRAND AWARENESS AND CUSTOMER RESPONSE
Dedi Firman Esma (1) , Nuryakin (2) , Siti Dyah Handayani (3)
Master of Management, Muhammadiyah University of Yogyakarta, Indonesia.
Abstract
Social media is becoming more often used as a marketing tool and a channel for spending, transporting and getting closer to customers, for more individual preference choices and for building customer equity. This study analyzes the effect of social media marketing activities (SMMA) on brand awareness and customer response on airline Instagram. The study was conducted on 185 followers in social media Instagram owned by Garuda Indonesia, and in this study method of data analysis using SEM (Structural Equation Modeling) which will be assisted with a program from AMOS. The results showed that SMMA had a direct effect on brand awareness and customer response. But SMMA indirectly through brand awareness shows a stronger influence on customer response. This shows that brand awareness mediates between SMMA and customer response.
Keywords: Keywords: Social media marketing activities, brand awareness, customer response, airlines industry
Topic: Marketing