The effect of social media communication on brand awareness and perceived quality of Indihome

The purpose of this study was to determine the effect of firm-created communication and user-generated communication in social media against brand awareness and perceived quality of Indihome. This study was conducted using a sample of 400 respondents who are Indihome and Twitter users through an online questionnaire. The test used Structural Equation Modeling. The results showed that the proposed model is valid and reliable. From the hypothesis studied, firm-created communication significantly influences brand awareness (R² = 18.9%) and user-generated communication in social media significantly influences brand awareness (R² = 13.8%). Both simultaneously also significantly affect brand awareness (R² = 32.8%). In addition, the results of this study indicate that brand awareness significantly influences perceived quality (R² = 34.0%). In addition, this study proves that the model used successfully measures the influence set on research objectives.