The role of Instagram social media marketing activities and brand equity towards airlines customer responsedoi:10.34820/FK2/FMCNVMTelkom University Dataverse2023-09-291Telkom University, ADHI PRASETIO, 2023, "The role of Instagram social media marketing activities and brand equity towards airlines customer response", https://doi.org/10.34820/FK2/FMCNVM, Telkom University Dataverse, V1The role of Instagram social media marketing activities and brand equity towards airlines customer responsedoi:10.34820/FK2/FMCNVMTelkom University, ADHI PRASETIOTelkom University DataverseTelkom University, ADHI PRASETIOTelkom University, ADHI PRASETIO2023-09-29Business and ManagementSocial media marketing activities, Brand awareness, Brand image, Commitment, Electronic word-of-mouthRecent research on Social Media Marketing Activities (SMMA) in the airline industry emphasizes on areas of brand equity, but some research has looked into the function of brand equity in determining the impact of SMMAs on customers. This study aims to find out how service users and followers of Airline's Instagram social media profiles respond to SMMA, brand awareness, brand image, e-WOM and commitment. The data collection method in this study was done by distributing questionnaires to respondents as many as 386 service users and followers of the airline on Instagram social media. This study used Partial Least Square Structural Equation Model (PLS-SEM) to analyze data. Based on hypothesis testing, this study shows that SMMA has a significant positive effect on brand awareness and brand image. Furthermore, this study also reveals that brand awareness and brand image have significant positive effects on e-WOM and Batik Air airline commitment.CC0 Waiver(Final) Kuesioner Pembahasan (Excel).xlsapplication/vnd.ms-excel