p-Index From 2021 - 2026
14.253
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Social Economic of Agriculture Media Wisata PROFIT : Jurnal Administrasi Bisnis Jurnal Mirai Management Journal of Accounting and Management Innovation Jurnal Manajemen dan Bisnis Indonesia Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi IJBE (Integrated Journal of Business and Economics) EKONOMIS : Journal of Economics and Business Management and Economics Journal (MEC-J) REKAMAN (Jurnal Riset Ekonomi Bidang Akuntansi dan Manajemen) SENTRALISASI SEIKO : Journal of Management & Business Sketsa Bisnis Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis EKUITAS (Jurnal Ekonomi dan Keuangan) Jemasi Jurnal Ekonomi Manajemen dan Akuntansi Jurnal Administrasi dan Manajemen JURNAL PEMASARAN KOMPETITIF Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah Maker: Jurnal Manajemen BALANCE: Economic, Business, Management and Accounting Journal Value: Jurnal Manajemen dan Akuntansi Performance : Jurnal Bisnis dan Akuntansi Journal of Global Business and Management Review Jurnal Sains dan Teknologi Prosiding National Conference for Community Service Project JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Ekuilnomi Economics and Digital Business Review Jurnal Disrupsi Bisnis Jurnal Manajemen Bisnis dan Keuangan Jurnal Ekonomi Efektif Journal of Accounting and Management Innovation Golden Ratio of Marketing and Applied Psychology of Business Jurnal Kolaboratif Sains Wiga : Jurnal Penelitian Ilmu Ekonomi Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Journal of Management and Digital Business Studi Akuntansi, Keuangan, dan Manajemen Jurnal Cakrawala Ilmiah Jurnal Riset Manajemen Komunikasi JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Manajemen dan Pemasaran Jasa Journal of Business Studies and Management Review JAMAS: Jurnal Abdi Masyarakat Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech) GEMBIRA (Pengabdian Kepada Masyarakat) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Journal of Ekonomics, Finance, and Management Studies Jurnal Ragam Pengabdian Jurnal Manajemen Maranatha Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Claim Missing Document
Check
Articles

Purchase Intention on E-Commerce Application: The Effectiveness of Brand Equity as Mediation Fendy Cuandra; Jeferey Phang; Lily Purwianti; Listia Nurjanah; Stefhani Susanto
Jurnal Ragam Pengabdian Vol. 3 No. 1 (Spesial Issue) (2026): "Dharma Samudera"
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/wnazrs11

Abstract

This study examines how brand equity functions as a mediator in the relationship between electronic word-of-mouth (E-WOM), Social Media Marketing (SMM), Brand Engagement (BENG), Brand Love (BL), Brand Equity (BEQ), and Purchase Intention (PI) in e-commerce. Currently there is no research with variables mentioned above that implemented the Theory of Planned Behavior (TPB) therefore represents novelty aspect. Data evaluated from 293 e-commerce consumers is examined using PLS-SEM. Result shows that BEQ significantly mediates the effect of SMM and E-WOM on PI. While SMM and E-WOM both increase BEQ, their direct impacts on PI are shown to be irrelevant. Furthermore, it has been demonstrated that BL significantly influences both BEQ and PI, but BEQ does not have a significant effect. The findings showed the importance of BEQ in connecting SMM to consumer PI in e-commerce while using the theory of planned behavior by Ajzen (1985) in Indonesia highlighting this research gap
Co-Authors Adi Wilyanto agustin, isnaini nuzula Aliandrina, Dessy Ana Andi Andi Andina Fasha, Andina Andrew Andrew Andy Andy Andy Andy Angel Angel Angelina, Novi Angeline angeline Annisya Putri Nadhia Antoni Halim Arianto, Hepy Hefri Ariyanto , Hepy Hefri Ariyanto, Hepy Hefri Bendi Safero Calvin Owen Carolyn, Cory Catherine Catherine Chan, Keltine Richelle Chandra, Budi Changbo, Liu Christella Christiarini, Renny Christina Christina Conny Agustin Cuandra, Fendy Daisy, Viona Danielson Dian Sabrina Syaharni Dyfan, Dyfan Edy Yulianto Edy Yulianto Elviana Elviana, Elviana Enjelica, Elvina Erika Gustian Fauzi Erilia Kesumahati Erlin Erlin Erni Erni Evelyn Claudia Evelyn Patricia Fahlevi, Renza Felby Jeslyn Felix Filbert Fidia Fidia, Fidia Fionna, Fionna Fitri Gabriella Andrea Castillinov Runtu Giorgyna, Giorgyna Gita Aulia Hernando Iman, R Iqratul Indah, I. Ivone, Ivone Jacky Jason, Jason Javita, Javita Jeferey Phang Jeffrey Andelson Jesty, Jesty Joevenno Pangestoe Jollin Jollin Joy Happy Jones Justin Justin Kalvin Lee Kamilatunnaimah, Mutiara Karen Tio Kartika Dewi, Jenny Keltine Richelle Kenny Marcella Kevin Winata, Kevin Khesi, Khesi Lady Lady, L. Lady, Lady Leon, Winson Liana Ester Lidya Siska Khoviati Lidya Siska Khoviati Lie, Deviana Limanda, Kelfi Yanti Lionisa Verlinsya Liu, ChangBo Louis Hernandez lydia then Macnico, Peter Macnino, Peter Maggie, Maggie Marcelina Victoria Marcelina Victoria Mehdar Badrus Zaman Meliana Meliana Meliawati Melodya, Deslyn Melsen, Fandion Michelle Lim Muhamad Rizky Muhammad Adjie Muhammad Baharudin Nainggolan, Ferdinand Naufal Yusuf Widianto Nevi Ariyu De Utami Nia Rusiana Noviani, Metta Novilia, Vera Novita Novita Nurjanah, Listia Nuzula, Isnaini Ohanna, Nida Owen, Owen Putra, Chanda Vedalla Putra, Edy Yulianto Qadri, Rizni Aulia Ramadani, Arienda Gitty Randy Randy Randy Ratih Anggraini, Ratih Rio Fernando, Rio Rusiana, Nia Ryan Prastama Juliansyach Safitri, Destiana Salsabilah Sirait Sari Wahyuni, Lily Sudhartio, Sentoso, Antony Seren Seren Setyawan, Agustinus Shelby Esfandiany Shevia, Shevia Sia, Zendi Sihombing, Dame Afrina Sirait, Salsabilah Siti Shofiah Sri Intan, Debora Stefanie Stefanie, Stefanie Stefhani Susanto Steven Steven Steven steven tay Stevie Gracia Kurniawan Suryani Suryani Suryani, Mey Susanto, Stefhani Susanty Susanty, Susanty Tan Phey Lien Tan, Charles Tan, Elvy Tan, Windra Tarekar, Wendy Wihue Tasya Gebee Hasvia Tommy Ricarto Valen Oktavianti Valeska Lilya Kevin Vannesa Flesya Vicky Anggrianto Viona Daisy Waty, Indah Widya Nurfa Dila Wijaya, Calvin William William Vanders Willien Agustian Winky Winky Winston Winston Wiyandi Wiyandi Yaacob, Teh Zaharah Yendiarti, Yendiarti Yulianty Ratna Dewi Lukito Yuyu Enjelia Zaman, Mehdar Badrus