Social Media Marketing and Brand Equity’s Effects on Customers’ Response in Travel Service Industry (A Sem-Pls Analysis)

Abstract

Business competition since the COVID-19 pandemic has made companies compete more and more, especially for travel companies between cities to Jabodetabek, Indonesia. The wide variety of types of similar service companies requires consumers to choose one of them. Then, companies are required to get used to social media because the role of social media is so inherent in people's daily lives, from children to the older generation. With social media, companies can convey information and promote their business for free and affordable without any space and time restrictions to the public in order to obtain company profits that have decreased due to the COVID-19 pandemic. The purpose of making this research is to analyze and test how big the effect of social media marketing that is felt by travel companies on the enthusiasm of customers during the covid-19 pandemic through brand equity. In addition, the results show that brand awareness significantly affects commitment and brand image significantly affects consumer response.