THE EFFECT OF SOCIAL MEDIA BRAND COMMUNICATION ON CONSUMER BASED EQUITY OF INDOMIE IN SURABAYA

The purpose of this study was to examine the effect of Social Media Brand Communication on Consumer Based Brand Equity of Indomie in Surabaya. Data taken from 150 respondents in Surabaya was analyzed using the Structural Equation Model (SEM) with the Amos version 22. Respondents were randomly drawn from the entire Surabaya community who were part of the Indomie Fan Page. The results of the study show that firm-created and user-generated social media brands communication has an influence on brand awareness / association, but does not have influence on brand loyalty, while perceived quality is only influenced by user-generated.

p-1412-3789 www.journalmabis.org e-2477-1783 119 arises when consumers are familiar with the brand and have good, strong and unique brand associations in their minds. Referring to Aaker (1991) consumer-based brand equity, can be measured through four main elements, namely: 1) brand awareness; 2) perceived quality of brand; 3) brand association; and 4) brand loyalty.
Brand awareness according to Aaker (1991) is the ability possessed by the people potential consumers to recognize or remember that a brand is included in the certain product category. The Brand Association according to Aaker and Joachimsthaler (2002) is understood as everything, which consumers associate with brands, both in the form of image creation by consumers, a profile of products, consumer conditions, corporate awareness, brand characteristics, signs and symbols. According to Yoo et al. (2000) brand awareness and brand association can be combined into one, namely brand awareness / associations. .Brand loyalty, according to Yoo and Donthu (2001) is described as a desire to be loyal to a brand, which is seen when consumers choose the brand as the first choice. Grover and Srinivasan (1992) in Yoo et al. (2000) stated that consumers who have loyalty to a brand will show better response for the brand than consumers who do not have loyalty or switching consumer. Perceived quality according to Aaker (1991) is a consumer perception of the quality of the productor service as a whole. While Perceived Quality according to Zeithaml (1988) can be definedas a consumer assessment of the superiority of a product.
This study develops a model from Schivinski and Dabrowski (2015). The following ishypothesis proposed: H1a: Firm-created social media brand communication has a positive influence on the brand awareness / associations Indomie H1b: User-generated social media brand communication has a positive influence on the brand awareness / association Indomie H2a: Firm-created social media brand communication has a positive influence on the brand loyalty Indomie H2b: User-generated social media brand communication has a positive influence on the brand loyalty Indomie H3a: Firm-created social media brand communication has a positive influence on the perceived quality Indomie H3b: User-generated social media brand communication has a positive influence on the perceived quality Indomie H4: Brand awareness / association has an influence on brand loyalty Indomie H5: Brand awareness / association has a positive influence on perceived quality Indomie.

Research Method
This study belongs to the type of basic business research because this research does not aim to solve a problem that occurs in the company, but only develops research that has been done before. Based on the type, this study is included in Causal Research where this research wants to know the effect of Firm-created Social Media Brand Communication and Usergenerated Social Media Brand Communication (Variables Exogenous) To Brand Awareness / Association, Brand Loyalty, and Perceived Quality (Variables Endogen) of Indomie in Surabaya. The approach used in this study is the quantitative approach, where this research involves quantitative data and uses analysis and numerical measurement.
The data source used is primary data obtained directly from respondents. This Data is obtained by distributing questionnaires online to respondents who have joined the Indomie Fan page on Facebook. The measurement level used in this study is the interval measurement level by using a 7-point Likert scale, from point 1 which means very not agree to point 7 which means strongly agree, to measure each statement in the questionnaire. Populations targeted in this study were all Indonesian people who had bought, consumed, and like Indomie, and own and use Social Media. Sample characteristics at this research is all Surabaya residents who buy, www.journalmabis.org e-2477-1783 120 consume, and like Indomieand joined the Indomie Fan Page on Facebook. The number of respondents in this study are 150 questionnaires.

Result and Discussion
Initial data test of 30 questionnaires using IBM SPSS 20 for Windows shows all indicator of each variable has the value of Pearson Correlation greater than 0.5 (valid) and each variable has the value of Cronbach's Alpha greater than 0.6 (reliable). Then it is proceeded with processing data of 150 respondents. The first step is to test the measurement model using IBM SPSS AMOS 21 for Windows and the results of the goodness of fit index are recorded in the table below. After obtaining the results of the goodness of fit index, then data processing is proceeded with testing the validity and reliability of each variable. Each indicator in each variable shows the standardize loading number as greater or equal than 0.5, so it is declared valid. Then to measure the validity and reliability of variables use Average Variance Extract (AVE) with a value of greater or equal than 0.5 and Construct Reliability (CR) with the value of greater or equal than 0.7. All variables have meets the requirements of AVE and CR so that they are declared as valid and reliable. After testing the meal measurement model, proceeded with the structural model test, test the structural model obtains the results of the goodness of fit index as follows After testing the goodness of fit index, the next step is to test the hypothesis.The hypothesis can be accepted if it has a Critical Ratio (CR) ≥ 1.96 or Value of P≤ 0.05.The following are the results of hypothesis testing that has been done. H1a in this study is significant with a CR value of 2,124 and P-Value of 0,034, so it is concluded that respondents agreed that Indomie's Firm-communication brand communication media that had already been created provides information, both in the form of pictures, posters, videos, and opinions that can improve Brand Consumer Awareness / Association for the Indomie brand.
H1b in this study is significant with a CR value of 2,117 and P-Value of 0,034,It means that respondents agree that Indomie's user-generated social media communication has provided information, opinions, and experiences that are interesting, informative, and in accordance with the respondent's needed to be able to increase brand awareness / association with the brand Indomie.
H2a in this study is not significant with a CR value of -0,667 and P-Value of0,504. Schivinski and Dabrowski (2015) stated that although there are many companies incur costs for marketing through social media, but consumers tend to be reluctant to accept brand communication made by the companies. Consumers consider that Social media communication created by other users is more reliable. Consumers cannot trust all the firm-created social media communication because of it according to Bruhn et al. (2012) Firm-created social media brand communication is controlled by the marketer fully, so that it will always produce positive brand-based communication.
H2b in this study is not significant with a CR value of -2,135 and P-Value of0,033, in other words the results of this study state that user-generated social media brands communication has no influence on Indomie's brand loyalty. Schivinski and Dabrowski(2015) stated that user-generated social media brand communication is not capable to influence Brand Loyalty because the company or manager only focuses on the introduction of new products, trends, and the spread of sales promotions among consumers that will only increase the Brand Awareness / Association. Besides, there is a tendency for variety seeking among Indomie consumers (Meilisa and Setyo 2015). Indomie is included in the low-product category involvement that is often consumed and has a low risk. Because it is often consumed then consumers become bored and the risks are low, causing consumers not to hesitate to try other brands.
H3a in the study was not significant with a CR value of 0,397 and P-Value of 0,692. Firmcreated social media brand communication Indomie is not able to influence perceived quality in this study due to consumers trust more on information, opinions, and also experiences conveyed by other consumer than information or opinions conveyed by company side. So that firm-created social media brand communication Indomie created by the H3b in this study is significant with a CR value of 2,396 and P-Value of 0,017, which means that the respondent agrees that user-generated social media brand communication Indomie are able to provide information, opinions, and other user experiences that influence perception consumers of the quality of Indomie.
H4 in this study is significant with a CR value of 2,171 and P-Value of 0,030. In other words, respondents agree that Indomie is easily recognized, has certain characteristics, and different from other competing brands so that it can influence brand loyalty towards Indomie.
H5 in this study is not significant with a CR value of 1,283 and P-Value of 0,199. Schivinski and Dabrowski (2015) state that an important role for consumers is user -generated content that will affect their perception of Perecived Quality as well as brand loyalty. Consumers depend on opinions from families, friends, and other consumers regarding the quality provided by the company. This causes consumers who already know and associate the Indomie brand cannot have a perception high quality of Indomie before consumers get information or confirmation opinions from family, friends and other users regarding the quality of Indomie

Conclusion
Based on the results coming from processed data for this research; conclusions can be drawn, namely as follows: Firm-created and User-generated social media brand communication has a positive influence and significant to Brand awareness / association Indomie; Firm -created and User -generated social media brand communication has no influence towards Indomie Brand Loyalty; Firm-created social media brand communication has no influence on Perceived Quality Indomie; User-generated social media brand communication has a positive and significant influence towards Perceived Quality Indomie; Brand Awareness / Association has a positive and significant influence on Brand Loyalty Indomie; Brand Awareness / Association has no influence on Perceived Quality Indomie.
The results of this study indicate that user-generated social media brand communication has an influence on perceived quality, where the influence is considered big based on this study when compared with the influence of variables from one another. Besides that, Brand awareness / association in this study also has a big influence on Brand Loyalty. Chevalier and Mayzlin (2006) state that user generated content (UGC) significantly affects consumer perceptions of product quality. This shows that Indomie consumers also consider usergenerated social media communication as a source information that can influence consumer perceptions of the quality of Indomie Aaker (1991) and Yoo and Donthu (2001) state that when someone knows brand and associate the brand, then the contact is continuously intertwined with the brand. This will affect consumer perceptions of brand quality and brand behavior loyalty. This shows that Indomie consumers who already know and associate Indomie will continue to establish contact with Indomie so that eventually the consumer becomes loyal to Indomie which of course will provide a profit that is very profitable for the Indomie.
The recommendation for the Indomie is management are expected to maintain the quality of content shared on Facebook Indomie for example by sharing information about the process of making Indomie through interesting videos and posters so that the content produced can always meet consumer expectations. the content produced can always meet consumer expectations. Besides that it is also necessary to improve the quality of content produced by users by providing opportunities for the people users to express more about the consumer experience with Indomie, for example by organizing contests with prizes for consumers who can share unique experiences with Indomie, or certain events such as the limited edition of Indomie giveaway for consumers who have shared a unique experience with Indomie and invite friends and family to participate in the giveaway, so that information, experience, and Indomie's management also needs to maintain the quality of information, experience and opinions shared by users on Facebook Indomie. This can happen if accompanied by interesting content shared by the company, giving rise to information, opinions, as well as interesting experiences from users. Thus, Indomie consumers will able to provide a good assessment of information, experience and opinions shared by Indomie Facebook users.
To maintain brand awareness, it is necessary to always display characteristics Indomie, such as Logo, packaging and taste by sharing more information about new Indomie products with different flavors and attractive packaging on Facebook Indomie so that Indomie consumers can distinguish Indomie from other brands that are also circulating insocial media.
The recommendation for further research is that further research is expected to be able to use a wider range of areas with the age of respondents up to 35 years, so that the results of the research obtained are more diverse. Besides that, it can also use objects other than the instant food industry, clothing, non-alcoholic beverages, and service providers so that the results of future research can be used as a comparison. Future studies can also try to examine the mediating role of Brand Trust in the relationship between Brand Community and Brand Loyalty (Laroche et al. 2013) that has not been discussed in this research