Abstract:

This study aims to analyze the effectiveness of using Social Media Marketing Activities (SMMA) on brand equity and customer response in the aviation industry. The survey was conducted on 173 respondents who knew the ad of the travel fair program through social media and had made purchases at the travel fair program. The method used to analyze data is Structural Equation Modeling (SEM). Where the results of the study indicate that SMMA influences brand awareness, brand image, and customer response both directly and indirectly.