PENGARUH MEDIA SOSIAL MARKETING ACTIVITY DAN E-WOM TERHADAP MINAT BERKUNJUNG DESTINASI PANTAI DEWI MANDAPA LAMPUNG DENGAN BRAND EQUITAS SEBAGAI VARIABEL INTERVENING

Dzikriyana, Syifa (2022) PENGARUH MEDIA SOSIAL MARKETING ACTIVITY DAN E-WOM TERHADAP MINAT BERKUNJUNG DESTINASI PANTAI DEWI MANDAPA LAMPUNG DENGAN BRAND EQUITAS SEBAGAI VARIABEL INTERVENING. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.

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Abstract

THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITY AND E-WOM ON THE INTEREST IN VISITING DEWI MANDAPA BEACH DESTINATIONS IN LAMPUNG WITH BRAND EQUITAS AS AN INTERVENING VARIABLE By SYIFA DZIKRIYANA Dewi Mandapa Beach already has an Instagram account (@Panttaidewimandapa) or social media, but the owner or holder on this beach still does not promote and pays less attention to dewi mandapa beach through his social media, unstructured beach management and lack of attention to existing tourist attractions, causing tourist attractions to be damaged. This research was conducted to see the influence of social media marketing activities and ewom on the interest in visiting through brand equity as an intervening variable. This type of research is causal associative research. There is a significant reduction in each variable that is interrelated with a value smaller than Alpha 0.050, namely 0.000 to 0.002, so it can be said that the data carried out from the study is normal and valid. Keywords: Social Media Marketing Activity, E-WOM, Brand Equity

Item Type:	Thesis (Skripsi)
Subjects:	600 Teknologi - Ilmu terapan > 650 Manajemen eSkripsi
Divisions:	Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen
Depositing User:	Syifa Syifa Dzikriyana
Date Deposited:	06 Apr 2023 07:41
Last Modified:	06 Apr 2023 07:41
URI:	http://repo.darmajaya.ac.id/id/eprint/11657

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