The Effect of Social Media Marketing on Brand Equity with Brand Experience as Mediation: Study on Uniqlo Product Users

Abstract

This article aims to determine the effect on the relationship between social media marketing and brand equity moderated by brand experience with the aim of studying Uniqlo luxury brand users. A review and search of the literature was carried out in an effort to identify the variables used to construct the conceptual model. The expected findings are whether there is the same effect as previous research if it is carried out in Indonesia where previous research has a positive impact on luxury brand users in the USA. This study also explains several dimensions of the variables, namely entertainment, interaction, trendiness, customization, WOM (Social Media Marketing), sensory, affective, behavioral, intellectual (Brand Experience), which will form brand equity that will be embedded in the minds of customers or product users. luxury brand Uniqlo. This research provides a conceptual model that will provide understanding to customers of the luxury brand Uniqlo and also as an alternative in the field of marketing science. Furthermore, this research is also expected to help Uniqlo management, especially in Indonesia, have a marketing strategy that will form stronger Brand Equity. This paper is also expected to contribute theoretically, practically, and can be used for future studies.