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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Manajemen Teknologi Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MIX : Jurnal Ilmiah Manajemen Journal of Economic, Bussines and Accounting (COSTING) Community Engagement and Emergence Journal (CEEJ) Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Jurnal Ecogen Ilomata International Journal of Management Indonesian Journal of Tourism and Leisure Marketing Management Studies Formosa Journal of Multidisciplinary Research (FJMR) Journal of Management and Administration Provision Eduvest - Journal of Universal Studies Paradoks : Jurnal Ilmu Ekonomi Economics, Business, Accounting & Society Review Journal of Educational Management Research e-Jurnal Apresiasi Ekonomi Enrichment: Journal of Multidisciplinary Research and Development Economica: Journal of Economic and Economic Education Jurnal Penelitian Pendidikan Indonesia Banking & Management Review
Dwita, Vidyarini
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Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Neuroscience Social Sciences Other

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Journal : Journal of Educational Management Research

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Brand Equity as a Moderator in the Relationship between Social Media Marketing, e-WOM, and Purchase Intention: Implications for Educational Marketing Management Walfauzi, Doris; Dwita, vidyarini
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2011

Abstract

This study aims to examine the influence of social media marketing and electronic word of mouth (e-WOM) on purchase intention, with brand equity as a moderating variable, from an educational marketing management perspective. A quantitative approach was employed using purposive sampling. The sample consisted of 150 respondents who are users of digital commerce platforms and are familiar with the studied brand. Data were collected through online questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that social media marketing and e-WOM have positive and significant effects on purchase intention. Furthermore, brand equity significantly moderates the relationship between both independent variables and purchase intention, strengthening their effects. These findings suggest that the effectiveness of digital marketing strategies is enhanced when supported by strong brand equity and positive consumer perceptions. From an educational marketing management perspective, this study highlights the importance of integrating digital literacy and strategic marketing education in building sustainable brand value. Organizations should develop structured learning strategies to enhance consumer engagement and brand perception in digital environments.
Co-Authors Abror Abror Adha, Aidil Anjaya, Arisa Anwar, Kendis Ariusni, Ariusni - Astri Yuza Sari Astuti, Kristiana Batubara, Hani Maisyarah Desi Fitri Dewi Anggraini Efendi, Andre Elina, Reni Erly Mulyani Erni Masdupi Fadhila, Risa Hendri, Naldi Hummi Kalsum Bahri Julia Azizah, Viola Mawaddah, Salsabila Megawati - Mia Ayu Gusti Mira Hasti Hasmira Mu'tamim, Nurul Mulya, Jumiatul Muthia Roza Linda, Muthia Roza Nofirda, Fitri Ayu Nugraha, Meisyitah Dwi Nurhaliza, Putri Patrisia, Dina Putri, Dinda Irma Aulia Ramadani, Nadia Ravelby, Thesa Alif Rosyeni Rasyid Samta, Ory Febrian Sari, Nadhila Septrizola, Whyosi Siregar, Tika Rahma Yani Siska Sasmita Sri Ulfa Sentosa Suhery, Suhery sukri Sukri, sukri Susi Evanita Sutiyem, Sutiyem Suwandhani, Deni Syamsul Amar B Tondang, Kezia Juliana Tri Kurniawati, Tri Triani, Mike Trismiyanti, Dessy Walfauzi, Doris WIJAYA, FARIS Yasri, Yasri Yonita, Riza Youmil Abrian Yunia Wardi