Improving brand equity through social media marketing at Muhammadiyah educational institutions in Indonesia

Abstract

This study aims to examine the influence of social media marketing on brand equity mediated by the accentuation of educational values and efforts to increase brand equity through corporate reputation which impacts behavioral intention. This study conducted Structural Equation Model (SEM) based on covariance-based SEM (CB-SEM) using AMOS 26 Software. The research data was collected using the google form through 8 Muhammadiyah schools in Magelang, Indonesia. This study provides empirical evidence on the influence of the constructs; corporate reputation, social media marketing, and educational value accentuation as factors that generate participation to increase brand equity.