ISSN 2292-9355 Login Register
Call for Paper - June 2020 Edition
JORM solicits original research papers for the June 2020 Edition of JORM. The date of manuscript submission is Open
Read More

Email this article (login required)

Analysis of Consumer Awareness on Twitter Communication and Brand Equity of Bear Brand Milk

A J Handayanto


dapatkan informasi Berita terkini paling update
Social media has become a favourite non-conventional marketing media. Important aspects in social media are word of mouth (WOM) and the number of communication form and conversation between different parties. Bear Brand milk is a product built by its consumer through WOM. The objectives of this study were to analyze consumer awareness on Bear Brand milk communication program in twitter, and to analyze the relation between twitter communication and brand equity from Bear Brand milk. The method used in this study was a descriptive method to answer questions in problem statement which was a non-hypothesis testing. The data collection process was a questionnaire spreading through email toward consumer that used social media and consume Bear Brand milk. The sample collection technique was a non-probability sampling method through convenience sampling. The results showed that from 125 respondents, 88 respondents (70,4%) were aware of the communication conducted by Bear Brand milk and then from that 88 respondents, 58 respondents (65.9%) continued with a reaction towards its communication. The respondents reaction toward Bear Brand milk communication was consider as the spread from word of mouth. The overall results of this study showed that there was a relationship between communication through twitter social media with brand equity which consisted of brand awareness, brand association, quality preception and brand loyalty.


brand equity; communication; consumer awareness; social media twitter; word of mouth

Full Text:

Number of downloads: 2604

Full Text: PDF


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Quick Link

Journal Content

  • Search

Peer Review

JORM introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with JORM review and scholar panel.