Impact of Social Media on The Brand Equity of Product and Customer Intention in The Network Marketing Company Biovital in Indonesia

Rina Adriana Susana, Dr Angela Ayios

Abstract

Globalisation and advent of technologies have brought about major change in the business activities wherein the entrant of social media have entirely changed the way of doing business. In this context, this study has aimed to analyses the “Impact of social media on the brand equity of product and customer intention in the network marketing company Biovital in Indonesia”. This study has made the application of positivism philosophy and deductive approaches so as to perform the work. In addition to that, thus study will make the use of quantitative methods wherein using the questionnaire would be the applied strategies for this research. In this study, researcher have performed paper survey by telephone and online survey in structured interview where on 121 participants of member of Biovital company have taken part. The analysis method that would be implemented using the SPSS software. The research resulted; there is a positive impact of social media on brand equity at Network Marketing companies, also there is a positive impact of social media on cuntomer intention  at Network Marketing companies, and has a strong impact on brand equity and customer buying intention  at network marketing.