Consumer based brand equity; the role perceived social media activities which is mediated by brand experience on YOU Cosmetic Products

Abstract

This study looks at consumer-based brand equity and how perceived social media marketing activities affect it, using brand experience as a mediating variable for YOU cosmetic products in Padang City. The study's defined demographic consists of female customers who have used YOU cosmetics within the last five months in Padang. A total of 130 respondents participated in the study. A questionnaire was used to gather the data, and SmartPLS software was used to process it. The study's findings indicate that: (1) perceived social media activity affects consumer-based brand equity for YOU cosmetic products in Padang City; (2) perceived social media activity affects brand experience for YOU products in Padang City; (3) brand experience affects consumer-based brand equity for YOU cosmetic products in Padang City; and (4) perceived social media activity affects consumer-based brand equity in Padang city, which is mediated by brand experience.