THE IMPACT OF AUTHENTICITY, INFLUENCER MARKETING, PERCEIVED QUALITY, AND SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EQUITY

Technological advances have increased business competition, so strengthening brand equity is crucial. This research aims to determine the influence of authenticity, influencer marketing, perceived quality, and social media marketing activities on brand equity for iPhone products in Kudus. This research used quantitative methods with non-probability sampling on 150 respondents; data analysis was carried out with SEM-PLS using Smart PLS. The research results show that authenticity, perceived quality, and social media marketing activities positively and significantly affect brand equity, while influencer marketing has no effect. The limitation of this research is that it focuses on iPhone consumers in Kudus, so the results may not be generalizable. Future research is recommended to expand the sample and context to test the consistency of the results and explore additional factors that influence brand equity.