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Ilham Surya Vendri
Universitas Andalas
Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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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 Ratni Prima Lita Verinita, Verinita