Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)

The Effect Of Social Media Marketing On Value Equity, Brand Equity And Relationship Equity On Young Entrepreneurs In Medan City

Authors
Bongsu Hutagalung, Syafrizal Helmi Situmorang
Corresponding Author
Bongsu Hutagalung
Available Online January 2018.
DOI
https://doi.org/10.2991/ebic-17.2018.84How to use a DOI?
Keywords
social media, value equity, brand equity, relationship equity
Abstract

Digital era has influenced varians business and marketing types. Social media has given big impact on marketer to promote their brands, covering worldwide marketing, increasing the sales and building the community compared to conventional media. The purpose of this research is to analyze the influence social media marketing on value equity, brand equity and relationship equity of young entrepreneurs in Medan City. This research used purposive sampling on 150 young entrepreneurs by using social media. Data was analyzed by regression linear. Data collection was made through questionnaires, observation and interview. Result showed that young entrepreneurs prefer instagram and facebook as the tools for promotion and women entrepreneur prefer instagram as well. Result also showed that social media marketing has positive on value equity, brand equity and relationship equity on young entrepreneurs in Medan City.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
January 2018
ISBN
978-94-6252-470-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/ebic-17.2018.84How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Bongsu Hutagalung
AU  - Syafrizal Helmi Situmorang
PY  - 2018/01
DA  - 2018/01
TI  - The Effect Of Social Media Marketing On Value Equity, Brand Equity And Relationship Equity On Young Entrepreneurs In Medan City
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 534
EP  - 540
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.84
DO  - https://doi.org/10.2991/ebic-17.2018.84
ID  - Hutagalung2018/01
ER  -