Customer Base Brand Equity Approach and Consumer Loyalty of Purchasing Decisions on Online Shopping in Indonesia

Bestari, Dinda Kayani Putri; Gusni,; Agustriyana, Dervish; Butarbutar, Dicky Jhon Anderson

doi:10.37200/ijpr/v24i2/pr200595

Cited by 2 publications

(1 citation statement)

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“…This aligns with prior research highlighting the efficacy of content marketing on social media in building brand reputation and influence university choice decisions. In the realm of social media marketing, brand equity significantly influences purchasing decisions for online fashion brands (Bestari et al., 2020). Brand equity impacts the reputation of Georgian higher education campuses (Khoshtaria et al., 2020).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Finding reasons to choose a campus: The impact of social media and brand strategy

Nofrizal,

Juju,

Aznuriyandi

2024

Higher Education Quarterly

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This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%