Analysis the Impact of Social Media Marketing and Brand Credibility on Brand Equity at Telkom University Jakarta and Purwokerto

In this digital age, social media marketing plays a crucial role in shaping the brand equity of higher education institutions. Telkom University utilizes User-Generated Content (UGC) and Firm-Generated Content (FGC) as the main digital marketing strategies to increase its attractiveness for prospective students. UGC, created by regular users, reflects a more authentic experience, while FGC is managed directly by the university to maintain a professional image. This study aims to analyze the influence of UGC and FGC on Telkom University's brand equity, with brand credibility as a mediating variable. The object of the research includes two Telkom University campus locations, namely Jakarta and Purwokerto, to explore the dynamics of digital marketing strategies in different local contexts. The method used is a quantitative approach through the distribution of questionnaires to 397 active students from Telkom University Jakarta and Purwokerto. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to test the direct and indirect relationships between variables. The results show that both UGC and FGC have a positive and significant effect on brand credibility, which then mediates their influence on Customer-Based Brand Equity (CBBE). FGC shows a more dominant influence on brand credibility in Purwokerto, while in Jakarta, the two types of content provide a relatively balanced influence. It was also found that students' perception of CBBE was in the high category. Based on the results, strategic implications for higher education institutions in optimizing digital communication were identified.