The influence of social media brand communication towards brand equity on repurchase intention to Hisana Fried Chicken in Surabaya

Nowadays, social media brand communication plays an important role in marketing products to consumers widely. Either through firm-created social media brand communication and user-generated social media brand communication. By leveraging brand communication on social media, companies can easily reach consumers and also increase brand equity. Many companies are competing to market their products through social media because it is considered very effective in achieving marketing targets. Companies that can make proper use of social media brand communication have the opportunity to dominate the market. The use of firm-created and user-generated social media for effective brand communication will have an impact on increasing the company's brand equity. This increase in brand equity will also affect customer repurchase intention. This research aims to analyze and understand the effect of social media brand communication through both firm-created social media brand communication and user-created social media brand communication on brand equity on consumers' repurchase intention at Hisana Fried Chicken fast food franchise in Surabaya. In collecting data, this study uses a quantitative method by sending online questionnaires to people who have purchased Hisana Fried Chicken products in Surabaya, with a total of 160 respondents with respondents aged 18 to 58 years, and live in Surabaya. Based on the results of the study, it shows that the firm-created social media brand communication significantly impacts brand equity, user-generated social media brand communication significantly impacts brand equity, and finally, brand equity significantly impacts repurchase intention. This means that the more effective use of firm-created social media brand communication and user-generated social media brand communication will increase brand equity and increase in brand equity will also increase repurchase intention