How Social Media Marketing Amplifies Brand Equity: Evidence from Nike Footwear Consumers
Keywords:
Brand Awareness, Brand Image, Brand Loyalty, Brand Equity, Social Media Marketing.
Abstract
Increasing competition in the sports shoe industry requires companies to build strong brand equity to maintain a competitive advantage. This study examines the effects of brand awareness, brand image, and brand loyalty on Nike shoe brand equity, with social media marketing as a moderating variable. A quantitative approach was employed using purposive sampling. Data were collected through questionnaires distributed to Nike shoe users and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that brand awareness has no significant effect on brand equity, while brand image and brand loyalty positively and significantly influence brand equity. In addition, social media marketing significantly moderates the relationships between brand awareness, brand image, brand loyalty, and brand equity. These results highlight the important role of social media marketing in strengthening brand equity and enhancing consumers' perceptions of the Nike brand.
References
Adam, M., Kesuma, T. M., Siregar, M. R., Nabilah, & Saddaq, M. (2023). Retensi Konsumen UMKM dengan Memanfaatkan Social Media Marketing (Maudi Mauliza (ed.); 1st ed.). Syiah Kuala University Press. https://books.google.co.id/books?id=pEXsEAAAQBAJ&pg=PA49&hl=id&source=gbs_toc_r&cad=2#v=onepage&q&f=false
Aditasari, K., Lakoro, R., Nadlifatin, R., & Karisawati, J. (2024). Product Design Innovation Based on Privet ’ s Customer Preferences. Indonesian Journal of Innovation Multidisipliner Research, 2(2), 32–41.
Aksenta, A., Fahmimroah, F., & Syarifuddin, A. (2021). Social Media Marketing (N. Aisyah (ed.)). CV. Nusantara Press Indonesia.
Audika, N. C. A., & Arumsari, N. R. (2025). Pengaruh Citra Merek, Persepsi Harga, Label Halal, dan Kesadaran Merek Terhadap Kepuasan Konsumen (Studi Pada Konsumen Mie Samyang di Kudus). Jurnal Bisnis Net, 8(1), 521–531.
Aura, D. F., Lusianti, D., & Marka, M. M. (2025). Brand Awareness in the Digital Era : A Study of Tokopedia Consumers in Jepara. International Journal of Law Social Sciences and Management, 2(3), 1–17.
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh Pemasaran Media Sosial TikTok terhadap Kesadaran Merek dan Minat Beli Produk Kosmetik di Indonesia. Jurnal Teknik ITS, 10(2), 438–443.
Azwar, S. (2017). Metode Penelitian Psikologi (2nd ed.). Pustaka Belajar.
Azzahra, S., & ‘Aini, Y. N. (2024). Pengaruh Gaya Hidup dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Converse. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis Dan Digital (JIMaKeBiDi), 1(2), 251–264.
Basri, A. I., & Yuliana, I. D. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI EKUITAS MEREK PADA PENGGUNA MOBILE BANKING. 3(1), 43–56.
Dada, M. H. (2021). Impact of Brand Association, Brand Image, & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43.
Devi, T. F., & Sukresna, I. M. (2024). Pengaruh Pemasaran Media Sosial Terhadap Ekuitas Merek Pada Industri Fast Food di Indonesia: Peran Mediasi dari Cinta Merek dan Kepercayaan Merek. Diponegoro Journal of Management, 13(1), 1–15.
Ding, D., & Yu, Z. (2024). Analysis of New Media Marketing Strategies for Sports Brands - A Case Study of Nike. 46, 53–57.
Duryadi. (2021). Buku Ajar Metode Penelitian Ilmiah: Metode Penelitian Empiris Model Path Analysis dan Analisis Menggunakan SmartPLS. Yayasan Prima Agus Teknik.
Efrita Sofiyanti & Zulia Khairani. (2024). Manajemen Pemasaran. LPPM Unilak.
Fattah, L. (2021). Pengaruh Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, dan Citra Merek Terhadap Ekuitas Merek Pada Aplikasi Go-jek.
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. CV Penerbit Qiara Media.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.
Gunistiyo, R., D. N., & Prihadi, D. (2024). Metodologi Penelitian Modern: Panduan SmartPLS yang Praktis untuk Peneliti (Dilengkapi dengan studi kasus). Badan Penerbit Universitas Pancasakti Tegal.
Hanbury, M. (2025). Nike is Struggling to Stay Culturally Relevant in China. Business Insider. https://www.businessinsider.com/nike-sales-decline-china-losing-cultural-relevance-2025-12
Handayani, T., & Fathoni, M. A. (2020). Buku Ajar Manajemen Pemasaran Islam. Deepublish. https://books.google.co.id/books?id=vR9YEQAAQBAJ
Iriawan, H. (2021). Manajemen Merek dan Kepuasan Pelanggan (Dahlan (ed.); 1st ed.). PT. Nasya Expanding Management.
Izza, F., & Supriyadi, A. (2023). The Effect of Co-Branding , Brand Trust , and E-WOM on Interest in Buying Aerostreet Brand Shoes on Adolescents in Kudus Regency. JEBISKU: Jurnal Ekonomi Dan Bisnis Islam IAIN Kudus, 1(2), 158–172.
Le, M. T., Thao, V. N. T., Huu, A. L. H., Tuan, H. N., Thanh, N. N. N., & Hong, V. N. T. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equit. Sage Open, 14(4). https://doi.org/10.1177/21582440241292815
Lestari, V. (2023). Strategic Approaches to Marketing Management in Contemporary Business Environments. Advances: Jurnal Ekonomi & Bisnis, 1(5), 255–268. https://doi.org/10.60079/ajeb.v1i5.210
Lusianti, D. (2025). Manajemen Merek: Membangun Identitas dan Nilai Strategis dalam Era Digital. Penerbit NEM.
Meliantari, D. (2021). Produk dan Merek. Eureka Media Aksara.
Menon, P. B. (2021). Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India. Indian Journal of Marketing, 51(9), 24–40.
Nasrullah, M., Remmang, H., & Chahyono. (2023). Manajemen Pemasaran Iklan Media Sosial & Brand Image di Era Digitalisasi (M. Said (ed.)). CV. Berkah Utami.
Nurhidayah, E. A., Ernawati, F. Y., & Susendra, A. (2023). Pengaruh Kesadaran Merk, Asosiasi Merk Dan Loyalitas Merk Terhadap Ekuitas Merk Pengguna Maxim Di Kota Semarang. JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen Dan Akuntansi, 5(1), 1–18. https://doi.org/10.33747/capital.v5i1.168
Pandiangan, K., & Atmogo, Y. D. (2021). Faktor-faktor yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Value, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484.
Putri, & Sefnedi. (2022). Pengaruh Citra Merek, Loyalitas Merek, Kesadaran Merek, dan Asosiasi Merek Terhadap Ekuitas Merek (Studi Kasus Konsumen Le-Minerale di Kecamatan Nanggalo). Jurnal Fakultas Ekonomi Dan Bisnis Universitas Bung Hatta, 21(2), 2–4.
Rahmi, S., Ilyas, G. B., Tamsah, H., & Munir, A. R. (2022). Perceived risk and its role in the influence of brand awareness on purchase intention : study of Shopee users. Jurnal Siasat Bisnis, 26(1), 97–109. https://doi.org/10.20885/jsb.vol26.iss1.art7
Saat, S., & Mania, S. (2019). Pengantar Metodologi Penelitian. In Pusaka Almaida.
Sahir, S. H. (2022). Metodologi Penelitian (Try Koryati (ed.)). Penerbit KBM Indonesia.
Satria Tirtaya, Hazmanan Khair, Y. S. (2024). Manajemen Pemasaran Dalam Memoderasi Minat Beli Mobil Listrik. UMSU Press.
Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2025). Analisis Data Kuantitatif dengan SmartPLS 4.
Sopiah Etta Mamang Sangadji. (2016). Salesmanship (Kepenjualan) (Suryani & Liane (ed.)). PT Bumi Aksara.
Statistik, B. P., & Kudus, K. (2024). Perkembangan Indeks Harga Konsumen Kudus Juli 2024. In Badan Pusat Statistik Kabupaten Kudus (Issue 10).
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif. In ALFABETA.
Untachai, S. (2022). Brand Awareness Ilfluences on Brand Image and Brand Equity The Moderated Mediation of Perceived Quality: The Case Study of The Nakha Clothing Market, Udonthani Province. NIDA Business Journal, 30(1), 6–27.
Utami, T., Nurdiansyah, N., Azizah, I. S., Rukmana, A. Y., Pradnyana, I. M. A., Pratiwi, P. Y., Aris, V., Wulandari, F., Awa, A., & Erwin, E. (2024). Buku Ajar Bisnis Digital. PT. Sonpedia Publishing Indonesia. https://books.google.co.id/books?id=AgL0EAAAQBAJ
Wardhana, A. (2024). Brand Management in the Digital Era-Edisi Indonesia. CV. Eureka Media Aksara.
Aditasari, K., Lakoro, R., Nadlifatin, R., & Karisawati, J. (2024). Product Design Innovation Based on Privet ’ s Customer Preferences. Indonesian Journal of Innovation Multidisipliner Research, 2(2), 32–41.
Aksenta, A., Fahmimroah, F., & Syarifuddin, A. (2021). Social Media Marketing (N. Aisyah (ed.)). CV. Nusantara Press Indonesia.
Audika, N. C. A., & Arumsari, N. R. (2025). Pengaruh Citra Merek, Persepsi Harga, Label Halal, dan Kesadaran Merek Terhadap Kepuasan Konsumen (Studi Pada Konsumen Mie Samyang di Kudus). Jurnal Bisnis Net, 8(1), 521–531.
Aura, D. F., Lusianti, D., & Marka, M. M. (2025). Brand Awareness in the Digital Era : A Study of Tokopedia Consumers in Jepara. International Journal of Law Social Sciences and Management, 2(3), 1–17.
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh Pemasaran Media Sosial TikTok terhadap Kesadaran Merek dan Minat Beli Produk Kosmetik di Indonesia. Jurnal Teknik ITS, 10(2), 438–443.
Azwar, S. (2017). Metode Penelitian Psikologi (2nd ed.). Pustaka Belajar.
Azzahra, S., & ‘Aini, Y. N. (2024). Pengaruh Gaya Hidup dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Converse. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis Dan Digital (JIMaKeBiDi), 1(2), 251–264.
Basri, A. I., & Yuliana, I. D. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI EKUITAS MEREK PADA PENGGUNA MOBILE BANKING. 3(1), 43–56.
Dada, M. H. (2021). Impact of Brand Association, Brand Image, & Brand Loyalty on Brand Equity. Journal of Marketing Strategies, 3(1), 29–43.
Devi, T. F., & Sukresna, I. M. (2024). Pengaruh Pemasaran Media Sosial Terhadap Ekuitas Merek Pada Industri Fast Food di Indonesia: Peran Mediasi dari Cinta Merek dan Kepercayaan Merek. Diponegoro Journal of Management, 13(1), 1–15.
Ding, D., & Yu, Z. (2024). Analysis of New Media Marketing Strategies for Sports Brands - A Case Study of Nike. 46, 53–57.
Duryadi. (2021). Buku Ajar Metode Penelitian Ilmiah: Metode Penelitian Empiris Model Path Analysis dan Analisis Menggunakan SmartPLS. Yayasan Prima Agus Teknik.
Efrita Sofiyanti & Zulia Khairani. (2024). Manajemen Pemasaran. LPPM Unilak.
Fattah, L. (2021). Pengaruh Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, dan Citra Merek Terhadap Ekuitas Merek Pada Aplikasi Go-jek.
Firmansyah, M. A. (2019). Buku Pemasaran Produk dan Merek. CV Penerbit Qiara Media.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.
Gunistiyo, R., D. N., & Prihadi, D. (2024). Metodologi Penelitian Modern: Panduan SmartPLS yang Praktis untuk Peneliti (Dilengkapi dengan studi kasus). Badan Penerbit Universitas Pancasakti Tegal.
Hanbury, M. (2025). Nike is Struggling to Stay Culturally Relevant in China. Business Insider. https://www.businessinsider.com/nike-sales-decline-china-losing-cultural-relevance-2025-12
Handayani, T., & Fathoni, M. A. (2020). Buku Ajar Manajemen Pemasaran Islam. Deepublish. https://books.google.co.id/books?id=vR9YEQAAQBAJ
Iriawan, H. (2021). Manajemen Merek dan Kepuasan Pelanggan (Dahlan (ed.); 1st ed.). PT. Nasya Expanding Management.
Izza, F., & Supriyadi, A. (2023). The Effect of Co-Branding , Brand Trust , and E-WOM on Interest in Buying Aerostreet Brand Shoes on Adolescents in Kudus Regency. JEBISKU: Jurnal Ekonomi Dan Bisnis Islam IAIN Kudus, 1(2), 158–172.
Le, M. T., Thao, V. N. T., Huu, A. L. H., Tuan, H. N., Thanh, N. N. N., & Hong, V. N. T. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equit. Sage Open, 14(4). https://doi.org/10.1177/21582440241292815
Lestari, V. (2023). Strategic Approaches to Marketing Management in Contemporary Business Environments. Advances: Jurnal Ekonomi & Bisnis, 1(5), 255–268. https://doi.org/10.60079/ajeb.v1i5.210
Lusianti, D. (2025). Manajemen Merek: Membangun Identitas dan Nilai Strategis dalam Era Digital. Penerbit NEM.
Meliantari, D. (2021). Produk dan Merek. Eureka Media Aksara.
Menon, P. B. (2021). Influence of Social Media Marketing Efforts on Brand Equity and Consumer Response to Branded Shoes in India. Indian Journal of Marketing, 51(9), 24–40.
Nasrullah, M., Remmang, H., & Chahyono. (2023). Manajemen Pemasaran Iklan Media Sosial & Brand Image di Era Digitalisasi (M. Said (ed.)). CV. Berkah Utami.
Nurhidayah, E. A., Ernawati, F. Y., & Susendra, A. (2023). Pengaruh Kesadaran Merk, Asosiasi Merk Dan Loyalitas Merk Terhadap Ekuitas Merk Pengguna Maxim Di Kota Semarang. JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen Dan Akuntansi, 5(1), 1–18. https://doi.org/10.33747/capital.v5i1.168
Pandiangan, K., & Atmogo, Y. D. (2021). Faktor-faktor yang Mempengaruhi Brand Equity: Brand Trust, Brand Image, Perceived Value, & Brand Loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484.
Putri, & Sefnedi. (2022). Pengaruh Citra Merek, Loyalitas Merek, Kesadaran Merek, dan Asosiasi Merek Terhadap Ekuitas Merek (Studi Kasus Konsumen Le-Minerale di Kecamatan Nanggalo). Jurnal Fakultas Ekonomi Dan Bisnis Universitas Bung Hatta, 21(2), 2–4.
Rahmi, S., Ilyas, G. B., Tamsah, H., & Munir, A. R. (2022). Perceived risk and its role in the influence of brand awareness on purchase intention : study of Shopee users. Jurnal Siasat Bisnis, 26(1), 97–109. https://doi.org/10.20885/jsb.vol26.iss1.art7
Saat, S., & Mania, S. (2019). Pengantar Metodologi Penelitian. In Pusaka Almaida.
Sahir, S. H. (2022). Metodologi Penelitian (Try Koryati (ed.)). Penerbit KBM Indonesia.
Satria Tirtaya, Hazmanan Khair, Y. S. (2024). Manajemen Pemasaran Dalam Memoderasi Minat Beli Mobil Listrik. UMSU Press.
Setiabudhi, H., Suwono, Setiawan, Y. A., & Karim, S. (2025). Analisis Data Kuantitatif dengan SmartPLS 4.
Sopiah Etta Mamang Sangadji. (2016). Salesmanship (Kepenjualan) (Suryani & Liane (ed.)). PT Bumi Aksara.
Statistik, B. P., & Kudus, K. (2024). Perkembangan Indeks Harga Konsumen Kudus Juli 2024. In Badan Pusat Statistik Kabupaten Kudus (Issue 10).
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif. In ALFABETA.
Untachai, S. (2022). Brand Awareness Ilfluences on Brand Image and Brand Equity The Moderated Mediation of Perceived Quality: The Case Study of The Nakha Clothing Market, Udonthani Province. NIDA Business Journal, 30(1), 6–27.
Utami, T., Nurdiansyah, N., Azizah, I. S., Rukmana, A. Y., Pradnyana, I. M. A., Pratiwi, P. Y., Aris, V., Wulandari, F., Awa, A., & Erwin, E. (2024). Buku Ajar Bisnis Digital. PT. Sonpedia Publishing Indonesia. https://books.google.co.id/books?id=AgL0EAAAQBAJ
Wardhana, A. (2024). Brand Management in the Digital Era-Edisi Indonesia. CV. Eureka Media Aksara.
Published
2026-10-02
How to Cite
Dewi Syarifah, Dina Lusianti, & Muhammad Husni Thamrin. (2026). How Social Media Marketing Amplifies Brand Equity: Evidence from Nike Footwear Consumers. International Journal of Economics, Business and Innovation Research, 5(05), 5581-5589. https://doi.org/10.63922/ijebir.v5i05.5886
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
