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All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Richard Shakespeare
Universitas Internasional Batam
Economics, Econometrics & Finance

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Peran Brand Equity sebagai Mediator Purchase Intention Skincare Korea pada Generasi Z di Marketplace Fendy Cuandra; Richard Shakespeare; Listia Nurjanah
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.11706

Abstract

This study aims to examine the influence of electronic word of mouth (e-WoM), social media marketing (SMM), brand engagement (BE), and brand knowledge (BK) on purchase intention (PI), with brand equity (BEQ) as a mediating variable. A quantitative research approach was employed, with data collected through questionnaire distribution using a random sampling technique. The study population consisted of residents of the Riau Islands who planned to purchase korean skincare products through online marketplaces, with a total of 304 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand equity is positively  and significant influenced by e-WoM, social media marketing, brand engagement, and brand knowledge. Furthermore, purchase intention is positively and significant influenced by all four variables as well as brand equity itself. The mediation analysis confirm that brand equity positively significant mediates the relationship between e-WoM, social media marketing, brand engagement, and brand knowledge on purchase intention.
Co-Authors Cuandra, Fendy Nurjanah, Listia