Pengukuran Ekuitas Merek Parfum Mewah Berbasis Konsumen di Media Sosial

Abstract

The challenges faced by the luxury perfume industry involve managing the brand equity of luxury perfumes with consumers through social media e-commerce platforms. The existence of consumer-based brand equity through luxury value resonance is claimed to be a solution to enhance consumer attachment to perfumes associated with luxury brands sold on social media e-commerce platforms. This research aims to discover the best holistic model to improve consumer-based brand equity of luxury brands on social media. The study also analyzes the direct and indirect influences of variables such as social media marketing, consumer brand engagement, consumer brand ivolvement, consumer-based brand equity, and luxury value resonance.Sampling was conducted using purposive sampling techniques in several districts and cities in the province of North Sumatra. The number of samples 322 respondents, questionnaires successfully collected.. Sample selection was performed based on criteria such as perfume brand, gender, age, highest education level, occupation, perfume price, and income level. The results indicated that all 322 samples met the criteria. Hypothesis testing was carried out using structural equation modeling (SEM) through the SMART PLS software.The research findings demonstrate that: (1) Social Media Marketing has a positive and significant impact on Consumer Brand Engagement, (2) Social Media Marketing has a positive and significant impact on Luxury Value Resonance, (3) Consumer Brand Involvement has a positive and significant impact on Consumer Brand Engagement, (4) Consumer Brand Engagement has a positive and significant impact on Luxury Value Resonance, (5) Consumer Brand Engagement has a positive and significant impact on Consumer Based Brand Equity, (6) Luxury Value Resonance has a positive and significant impact on Consumer Based Brand Equity, (7) Social Media Marketing has a positive and significant impact on Consumer Based Brand Equity through Luxury Value Resonance, (8) Social Media Marketing has a positive and significant impact on Consumer Based Brand Equity through Consumer Brand Engagement, (9) Consumer Brand Involvement has a positive and significant impact on Luxury Value Resonance through Consumer Brand Engagement, (10) Consumer Brand Involvement has a positive and significant impact on Consumer Based Brand Equity through Consumer Brand Engagement, (11) Social Media Marketing has a positive and significant impact on Luxury Value Resonance through Consumer Brand Engagement, and (12) Consumer Brand Engagement has a positive and significant impact on Consumer Based Brand Equity through Luxury Value Resonance.