Abstract:

The growth of social media users around the world are increasing rapidly, making it as one of the strongest platform option to conduct marketing activities. This research aims to analyze the effectiveness of social media marketing activities (SMMAs) on brand equity to enhance customers’ e-WOM activity and repurchase intention in the airline industry. It’s expected that the result of this research may be used as fundamental data in the development of the effectiveness airline SMMA strategies. Data will be collected with survey from airline passengers who are the followers of the airline’s social media accounts. The collected data were analyzed using Structural Equation Modelling. The result showed that Perceived Risk was the most significant SMMA dimension, and Brand Equity is significantly affected by airline SMMAs. It’s also validated that all Brand Equity dimension influence significantly on e-WOM but not on Repurchase Intention, while e-WOM has impact on Repurchase Intention.