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All Journal Journal of Innovation in Business and Economics
Margaretha Ardhanari
Management Department, Widya Mandala Surabaya Catholic University, Indonesia
Economics, Econometrics & Finance

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The influence of social media marketing, brand image, and perceived value on consumer purchase intention Margaretha Ardhanari; Sebastiana Viphindrartin
Journal of Innovation in Business and Economics Vol. 10 No. 01 (2026): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v10i01.42385

Abstract

This study examines the influence of social media marketing on purchase intention, with brand image and perceived value as mediating variables. Grounded in Uses and Gratifications Theory and Signaling Theory, the research adopts a quantitative approach using PLS-SEM on data collected from 150 Indonesian social media users. The results show that social media marketing significantly affects brand image and purchase intention, both directly and indirectly through perceived value. Perceived value emerges as the strongest predictor of purchase intention, followed by brand image. These findings highlight the strategic role of social media engagement in building reputational capital and enhancing consumer value perception. The study provides managerial implications for optimizing digital marketing strategies through trust-building, influencer engagement, and value creation in emerging markets.
Co-Authors Sebastiana Viphindrartin