PENGARUH SOCIAL MEDIA (INSTAGRAM) TERHADAP PURCHASE INTENTION DENGAN BRAND EQUITY SEBAGAI VARIABEL MEDIASI

Jason Artha Usbay, Randy Admi

Abstract


This study aims to analyze the effect of social media (Instagram) on purchase intention with brand equity as a mediating variable. This type of research is a descriptive study with the study population, namely Indonesian citizens who use Instagram and obtained as many as 150 respondents through a sampling technique, namely purposive sampling with criteria 1. Indonesian citizens aged at least 18 years 2. Have purchased Compass Shoes and followers of the Compass Shoes Instagram account . The data analysis technique used in this study is PLS (partial least squares) and the results of the data analysis obtained that E-WOM has a positive and significant effect on purchase intention, User-generated social media communication has a positive and significant effect on E-WOM, Firm - the creation of social media communication has a positive and significant effect on E-WOM, and Brand Equity plays a significant role in mediating the relationship between E-WOM and Purschase Intention.


Keywords


E-WOM, Brand Equity, Purchase Intention

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DOI: https://doi.org/10.37479/jkeb.v15i2.17386

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