Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Komitmen : Jurnal Ilmiah Manajemen
Lovia Nurfaizi
UIN Sunan Gunung Djati Bandung
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
SOCIAL MEDIA MARKETING STRATEGIES: UNVEILING THE ROLE OF VALUE EQUITY AND BRAND EQUITY IN SHAPING PURCHASE INTENTION Lovia Nurfaizi; Haditsa Nabila; Vina Akmalia; Muhammad Farrel Alfatih Alwin4; Akbar Riskal Amani; Aldriantara Sofyan
KOMITMEN: Jurnal Ilmiah Manajemen Vol. 7 No. 1 (2026): KOMITMEN: Jurnal Ilmiah Manajemen
Publisher : FEBI UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study examines the influence of Social Media Marketing on Purchase Intention through the mediating roles of Brand Equity and Value Equity. Using data from 100 social media users in Bandung City, the study applies SEM-AMOS, heatmap correlation, and wordcloud analysis to assess structural relationships and consumer perception patterns. The findings show that Social Media Marketing positively strengthens Brand Equity and Value Equity, which subsequently influence Purchase Intention. Brand Equity demonstrates a stronger effect on Purchase Intention than Value Equity, indicating that brand recognition, trust, reputation, and loyalty are more dominant in shaping consumer buying decisions. Heatmap and wordcloud results further highlight the importance of engagement, interaction, content quality, trust, perceived value, and brand reputation. Overall, Social Media Marketing enhances purchase intention by building strong brand perception and customer-perceived value.
Co-Authors Akbar Riskal Amani Aldriantara Sofyan Haditsa Nabila Muhammad Farrel Alfatih Alwin4 Vina Akmalia