The effect of social media marketing activities and brand
image towards price premium in the high-end restaurant
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Institusion
Universitas Katolik Widya Mandala Surabaya
Author
Gregorius Satrio Wicaksono (STUDENT ID : satrio.gregorius69@gmail.com)
Herlina Yoka Roida (LECTURER ID : ..)
Deatri Arumsari Agung (LECTURER ID : ..)
Herlina Yoka Roida (LECTURER ID : ..)
Deatri Arumsari Agung (LECTURER ID : ..)
Subject
Business
Datestamp
2021-02-10 02:27:52
Abstract :
Social Media Marketing Activities (SMMA) have become one of the most popular marketing methods recently. This study aims to evaluate and analyze Social Media Marketing Activities (SMMA) of Domicile's Kitchen & Lounge towards its customer willingness to pay premium price (Price Premium) in Surabaya. This study?s population is all person who lived in Surabaya and have previously accessed or opened Domicile's Kitchen & Lounge official social media account. The sample analyzed was 197 respondents who were over 17 years old and had had a social media account for at least 6 months. This study collects data using an electronic survey platform (Google Form). Then, data is analyzed using Structural Equation Modelling (SEM) which assisted by SmartPLS 3.0 for hypothesis testing calculation. This study found that SMMA is significantly affects Brand Image and Price Premium. However, Brand Image does not mediate the relationship between SMM and Price Premium.
Social Media Marketing Activities (SMMA) have become one of the most popular marketing methods recently. This study aims to evaluate and analyze Social Media Marketing Activities (SMMA) of Domicile's Kitchen & Lounge towards its customer willingness to pay premium price (Price Premium) in Surabaya. This study?s population is all person who lived in Surabaya and have previously accessed or opened Domicile's Kitchen & Lounge official social media account. The sample analyzed was 197 respondents who were over 17 years old and had had a social media account for at least 6 months. This study collects data using an electronic survey platform (Google Form). Then, data is analyzed using Structural Equation Modelling (SEM) which assisted by SmartPLS 3.0 for hypothesis testing calculation. This study found that SMMA is significantly affects Brand Image and Price Premium. However, Brand Image does not mediate the relationship between SMM and Price Premium.
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