The Relationship between Social Media Marketing, Product Innovation, and Brand Equity with Mediated Customer Engagement in the Indonesian Packaged Tea Industry

This study explores the influence of social media marketing, product innovation, and customer engagement on brand equity in the packaged tea industry in Indonesia. The research used a quantitative survey with 250 respondents, analyzed using the Structural Equation Model-Partial Least Square (SEM-PLS) model to test the validity, reliability, and relationship between variables. The results show that social media marketing significantly positively affects brand equity. Customer engagement also positively influences brand equity, but there is no significant mediation between social media marketing and brand equity through customer engagement. In contrast, Product Innovation does not influence Customer Engagement or Brand Equity. This research is limited to social media user respondents, so it may not reflect the views of all packaged tea consumers in Indonesia. This research provides insights into the importance of digital marketing strategies and product innovation in improving brand equity. It highlights the unique challenges and opportunities in social media marketing in the Indonesian market.