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Verinita, Verinita
Andalas University
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Journal : Journal of Social Research

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The Influence of Social Media Marketing Activities on Brand Equity and Purchase Intention (Study of Silungkang Restaurant Instagram Followers) Ilham Surya Vendri; Ratni Prima Lita; Verinita Verinita
Journal of Social Research Vol. 2 No. 7 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i7.1462

Abstract

This research aims to analyze the influence of social media marketing activities on brand equity and purchase intention (study on Instagram followers of Silungkang Restaurant). This explanatory research uses a survey. explanatory survey with a quantitative approach. Data collection on 250 Instagram followers of Silungkang Restaurant who were interested in buying food at Silungkang Restaurant was carried out using a purposive sampling technique. The data was then analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that social media marketing activities have a significant effect on brand equity. Brand equity has a significant effect on purchase intention, social media marketing activities have a significant effect on purchase intention, and social media marketing activities have a significant effect on purchase intention with brand equity as a mediating variable.
Co-Authors Ahmad, Faisal Ali Alfitman Alfitman Alfitman Alfitman Amelia Eka Putri Anissa Rianti Nurina Ansofino Ansofino Azman, Heru Aulia Bima Sakti Bintang Rizky Abdullah Majo Saibah Budi Rahmadya Chandra Syahputra Debi Mersah Putra Dessy Kurnia Sari Devi Yulia Rahmi Dhini Denisa Dhini Denisa Dio Ananta Putra Dio Ananta Putra Elsa Felina Effendi, Eri Besra ERI BESRA, ERI Erizal Erizal Esa Riawati Sujana Fadhillah Rizki Irza Fahmy, Rahmi Faisal, Ranny Fitriana Fanessa, Fanessa Fatma Poni Mardiah Fitri, Shafni Florentia Farahrozi Hadi Nasbey Hafiz Rahman Hakimi, Nurul Hardisman Harits, Muhammad Dzakwan El Harry Wahyudi Hartati Hartati Hasra Hijratul Adha Heny Hendrayati Heru Aulia Azman Husnul Khatimah Ika Barokah Suryaningsih Ilham Surya Vendri Indah Pertiwi, Julia Jauharry, Jauharry Jordy Arief Fachreza Khaira Ummah, Kuntum Laksono Trisnantoro Lenggogeni, Sari Lukman Lukman Lukman Lukman Ma'ruf Ma'ruf Marlina, Winny Alna Maruf Maruf Maruf Maruf Maruf Ma’ruf Melani Melani Melinda Noer Menghoung, Seng Meuthia, Meuthia Muhammad Abdul Hadi Muhammad Ilham Oloan Musbatiq Srivani Nazaruddin, Erizal Nelvia Iryani Nopriandi Nopriandi Nur Ari Sufiawan Prastiyo, Anggih Pratama, Mohamad Dito Prima Yulianti Pujangga, Della Sugesti Putri Habibah Rachmi Indrianti Rachmi Indrianti Rahayu, Rita Rahman, Heru Aulia Ranny Fitriana Faisal Ratni Prima Lita Rida Rahim Riko Erlima Putra Rima Semiarty Risma, Puja Saldi, Wardah Awwalin Sanda Patrisia Komalasari Sari Lenggogeni Sari Lenggogeni Sari Surya Sari, Dellani Mutia Sari, Dessy Kurnia Sartivana, Riri Setyawan, Caren Shafni Fitri Sheila Khairana Alandri Sulthan al Thoriq, Muhammad Suryatman Desri Susanto, Arnis Budi Susiana Susiana Suziana Suziana Suziana, Suziana Syafira, Tama Aulia Syafrizal Syafrizal Syaiful Anwar Syarif Hidayatullah Tedi Hidayat Tessa Desara Triani, Laura Amelia Usman, Nurul Afifah Vera Pujani Wati, Berlian Kurnia Weriantoni, Weriantoni Yanti Yanti Yefrinal Andra Yindrizal, Yindrizal Yomi Dwita Aprilia Yunfajri Rahma Nofiasari