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

• Autores: Luk Luk Atul Hidayati, Agusty Tae Ferdinand, Indriana Kristiawati, Diesyana Ajeng Pramestie, Suparto Edi Sucahyo
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 70, Nº. 4, 2025, págs. 1-18
• Idioma: español
• Títulos paralelos:
  • Mejora del valor de la marca mediante el marketing en las redes sociales en las instituciones educativas Muhammadiyah de Indonesia
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    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.

  • English

    Este estudio pretende examinar la influencia del marketing en medios sociales sobre el valor de marca mediada por la acentuación de los valores educativos y los esfuerzos por aumentar el valor de marca a través de la reputación corporativa que repercute en la intención de comportamiento. Este estudio llevó a cabo un Modelo de Ecuaciones Estructurales (SEM) basado en la covarianza (CB-SEM) utilizando el software AMOS 26. Los datos de la investigación se recogieron utilizando el formulario de google a través de 8 escuelas Muhammadiyah en Magelang, Indonesia. Este estudio proporciona pruebas empíricas sobre la influencia de los constructos; reputación corporativa, marketing en medios sociales y acentuación del valor educativo como factores que generan participación para aumentar el valor de marca.

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