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Research Paper | Business Management | Indonesia | Volume 8 Issue 12, December 2019 | Popularity: 6.7 / 10

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The Effects of Advertising Awareness on Social Media towards Brand Equity of Telkom University

Muhammad Naufal Rizkia, Erni Martini

Abstract: The purpose of this research is to analyze the effects of Advertising Awareness on Social Media toward Brand Equity of Telkom University. This research method used a quantitative method, Sample selection was done by purposive sampling technique so that 400 respondents were determined. The present research is conducted through surveys that include the use of questionnaires. The analytical method used in this research is Structural equation model (SEM) supplied by AMOS. The finding in this research show that advertising awareness has an effect on both brand awareness and brand image of Telkom University, but advertising awareness doesnt had effect on brand equity of Telkom University and brand awareness had positive effect on brand image of Telkom University but brand awareness had negative effect on brand equity of Telkom University, also brand image had positive effect on brand equity of Telkom University. The study finding can be used by university or higher education to measure the effectiveness of the implementation of advertising awareness on social media towards brand equity.

Keywords: Advertising awareness, Brand awareness, Brand Image, Brand Equity

Edition: Volume 8 Issue 12, December 2019

Pages: 1655 - 1659

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