Marketing Characteristics Through Social Media That Are Able To Produce Brand Equity And Consumer Response Through Consumer Interest

— The internet is not a strange thing in people's lives, now with the internet, it is easier for people to communicate between regions and between countries. Internet, which stands for inter and networking, is a collection of computer networks and various types that communicate with each other using a communication standard. The method used in this literature search is the systematic literature review (SLR) method. By using this method, researchers can carry out systematic reviews and journal identification in which each process follows the steps that have been determined. Based on the results of the review search for the article above, the researcher can conclude: (1) there are so many articles about the characteristics of good social media, and affect many factors so that researchers find many new problems that are interesting to research. (2) Some articles state that the main characteristics that must be owned are attractive and customization so that it can affect the brand equity of a brand.


I. INTRODUCTION
The internet is not a strange thing in people's lives, now with the internet, it is easier for people to communicate between regions and between countries. Internet, which stands for inter and networking, is a collection of computer networks and various types that communicate with each other using a communication standard [1]. Internet development also affects economic activity.
The buying and selling activities that were previously carried out conventionally have now changed with the advent of the internet. People find it easier to find the desired item, no need to face the seller face to face anymore. This becomes an opportunity or even a threat for a company. Sometimes these changes create panic for the company, even though these changes can be an opportunity to improve the company in various ways. Therefore, companies must be smart in determining product marketing strategies in order to become the main choice of consumers. [2] One strategy that can be done is promotion, which is an element of the marketing mix where there is a meeting between sellers and buyers through communication [3]. One of the marketing done through internet media is using social media. Social media such as Twitter, Instagram, Facebook and Youtube are widely used for marketing media. According to a survey from Hotsuiite in January 2019, internet users in Indonesia are 150 million people out of the 268.2 million population of Indonesia. 130 million people are social media users. Judging from the survey data, social media is one of the media that promises good prospects for promotional activities to improve the brand image itself. [4] The power to lure people to buy the product or service it represents. A strong brand will make a product more prominent even though it is among similar products circulating in the market. Brand can be used as a company representation and cannot be separated from the existence of the product. [5] Brand equity itself provides value for consumers by increasing self-confidence in purchasing decisions so that it is expected that with a strong brand equity from the company, consumers will choose the company [6]. Brand equity affects the formation of a consumer response, if the brand equity is positive then a positive consumer response will certainly be formed. Purchase intention is a combination of consumer interest and the possibility of buying a product [7].
Social media is one of the most promising new marketing media, but to grab the attention of the public, the social media pages of companies or related organizations are required to have attractive entertainment characteristics, facilitate interaction with new customers or potential customers, appear in accordance with current trends, be communicative with customers or potential customers, as well as social media from companies / organizations that can generate good e-word of mouth in the community. [8] Therefore, other organizations / companies must be serious about their social media, because with social media, people find it easier to find information. In addition, with social media, the community is more flexible in submitting questions or criticism and suggestions compared to using old media such as telephone.

II. METHOD
The method used in this literature search is the systematic literature review (SLR) method [9]. By using this method, researchers can carry out systematic reviews and journal identification in which each process follows the steps that have been determined [10]. This method consists of three steps, namely: planning, action, and reporting. The planning stage will explain the reasons why the researcher conducted the research and the objectives of the research. The action stage is the stage where the review is carried out. The last stage is the reporting stage, the stage where the results of this research review are presented. [11] 1. Planning; this stage is the stage where the researcher explains the reasons and goals of this research. The reason the researchers conducted this research was to determine the characteristics of good social media in order to attract buyers [12]. Meanwhile, the purpose of this research is that business owners who use social media in their marketing channels can find out the characteristics of good social media so that they can attract public attention which will certainly affect brand equity and good consumer response. Therefore, the research question arises 2. Action; at this stage is the stage where the review process is carried out. In this study, researchers used the Elsevier database, Google Scholar, the Higher Education Research Guard, and the National Library of the Republic of Indonesia [13]. The exclusion criteria in this study were not selecting articles that were more than 10 years ago, articles that were incomplete, and also those that did not use languages other than English and Indonesian. 3. Reporting; based on the search results, there were many articles that supported the topic, and found 10 articles that matched the researchers' criteria. Here are 20 of these articles: Knowing the relationship between market segments and advertised products will generate positive responses from consumers which will certainly benefit producers.

Literature review
Advertising is one of the promotional media in marketing products aimed at consumers to react to consuming the products offered. The strategy that is often used by manufacturers in marketing their products through advertising media is to target certain market segments. 15

III. RESULTS AND DISCUSSION
The critics about above literature review such as follows: Only measure the luxury sector, results are determined by the cultures of various countries, the need to add another dimension. Socio-demographic variables such as gender, age, income, and education, may have a significant, or moderating effect, on the conceptual model and can be included in future analyzes for a more thorough understanding of the studied phenomena. Increase literacy so that it can link with other dependent variables. More related to other things related to marketing. This study only focuses on the study of 4 variables, namely brand awareness, brand association, perceived quality, and brand loyalty so that it is only able to explain 64.5% of the variation in consumer purchasing decisions and the remaining 35.5% is explained by other causes outside. model. The addition of new variables or new indicators needs to be done in future research in order to produce a broader picture of the research problem being researched.

IV. CONCLUSION
Based on the results of the review search for the article above, the researcher can conclude: 1. There are so many articles about the characteristics of good social media, and affect many factors so that researchers find many new problems that are interesting to research.
2. Some articles state that the main characteristics that must be owned are attractive and customization so that it can affect the brand equity of a brand. The characteristics of good social media must be properly understood by every business owner who uses social media as a marketing channel. Because in many studies, it is stated that good social media greatly affects brand equity. Therefore, research related to this matter can be used as a reference for researching the characteristics of good social media.