PENGARUH SOCIAL MEDIA MARKETING, BRAND EXPERIENCE DAN E- WOM TERHADAP BRAND EQUITY MELALUI BRAND TRUST DAN BRAND LOYALTY PADA PENGGUNA JINISO DI SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa pengaruh social media marketing, brand
experience dan e-wom terhadap brand equity melalui brand trust dan brand loyalty pada
pengguna Jiniso di kota Samarinda. peneltian ini menggunakan pendekatan kuantitatif
dengan menggunakan path analysis yang diolah dengan software IBM SPSS Statistic 23
dan Structural Equation Model (SEM) dengan software IBM AMOS 5. Penelitian ini
menggunakan sampel sebanyak 168 orang yang diambil dari pengguna Jiniso di kota
Samarinda. skala pengukuran menggunakan skala Likert dengan skor 1-5. Dalam
penelitian ini juga dilakukan uji validitas dan uji reabilitas, selanjutnya dilakukan uji estimasi
dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa social media marketing
terhadap brand trust berpengaruh tidak signifikan: brand experience terhadap brand trust
berpengaruh signifikan; e-wom terhadap brand trust berpengaruh signifikan; social media
marketing terhadap brand loyalty berpengaruh signifikan; brand experience terhadap brand
loyalty berpengaruh signifikan; e-wom terhadap brand loyalty tidak berpengaruh signifikan;
brand trust terhadap brand loyalty berpengaruh signifikan; social media marketing terhadap
brand equity tidak berpengaruh signifikan; brand experience terhadap brand equity
berpengaruh signifikan; e-wom terhadap brand equity berpengaruh signifikan; brand trust
terhadap brand equity berpengaruh signifikan dan brand loyalty terhadap brand equity
berpengaruh signifikan
Kata Kunci: Social Media Marketing, Brand Experience, E-WOM, Brand Trust, Brand
Loyalty, Brand Equity, Merek Jiniso.
ABSTRACT
This study aims to analyze the effect of social media marketing, brand experience
and e-wom on brand equity through brand trust and brand loyalty in Jiniso users in
Samarinda city. This research uses a quantitative approach using path analysis which is
processed with IBM SPSS Statistic 23 software and Structural Equation Model (SEM) with
IBM AMOS 5 software. This study used a sample of 168 people taken from Jiniso users in
Samarinda city. the measurement scale uses a Likert scale with a score of 1-5. In this study,
validity and reliability tests were also carried out, then estimation tests and structural model
fit tests were carried out.
Based on the structural model, it can be proven that social media marketing on brand
trust has no significant effect: brand experience on brand trust has a significant effect; e-
wom on brand trust has a significant effect; social media marketing on brand loyalty has a
significant effect; brand experience on brand loyalty has a significant effect; e-wom on brand
loyalty has no significant effect; brand trust on brand loyalty has a significant effect; social
media marketing on brand equity has no significant effect; brand experience on brand equity
has a significant effect; e-wom on brand equity has a significant effect; brand trust on brand
equity has a significant effect and brand loyalty on brand equity has a significant effect.
Keywords: Social Media Marketing, Brand Experience, E-WOM, Brand Trust, Brand
Loyalty, Brand Equity, Jiniso Brand.