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All Journal COMMICAST INJURITY: Journal of Interdisciplinary Studies
Roro Ratna Roostika, Raden
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Humanities Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Influence of Communication Through Social Media on Brand Equity in Shaping Nike Product Purchase Intentions Wahyu Perdana, Rafi; Roro Ratna Roostika, Raden
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 2 No. 12 (2023): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i12.132

Abstract

The development of social media indicates a new trend where companies use social media for communication and product promotion. By utilizing social media, companies can interact with consumers, making social media communication created by companies an essential element of the company's promotional mix (Poulis et al., 2018). The purpose of this study is to determine the influence of social media communication on brand equity and brand attitude in shaping the purchase intention of Nike products. This research employs Structural Equation Modeling (SEM) analysis with the assistance of AMOS software, involving a total sample of 223 respondents. The results of this study show that firm-created content and user-generated content have a positive impact on brand equity. User-generated content has a positive effect on brand attitude, while firm-created content does not have a positive effect on brand attitude. Furthermore, brand equity and brand attitude have a positive impact on purchase intention. This study reveals that user-generated communication has a more significant influence on purchase intent through brand equity and brand attitude. Brand equity and brand attitude are crucial factors in the purchase intention of a product.
Characteristics of the Social Commerce Environment and the Formation of Purchase Intention: A Study on Tiktok Shop Users Basuki, Nilam; Roro Ratna Roostika, Raden
COMMICAST Vol. 7 No. 1 (2026): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v7i1.15819

Abstract

The development of the digital economy has changed people's consumption patterns from conventional models to technology-based platforms, especially through the integration of social media and trading activities known as social commerce. TikTok Shop as one of the leading social commerce platforms in Indonesia presents challenges in understanding the mechanism of forming consumer purchase intent through the characteristics of the digital environment and the social interactions created in it. This study aims to analyze the influence of social commerce environmental characteristics on purchase intent by considering the mediating role of interpersonal interaction and perceived value of customers. This research contributes to the development of an integrative model that explains the complex mechanism of buying intention formation in the context of live streaming-based social commerce. The research method used a quantitative approach with a causal design involving 200 respondents who were active users of TikTok Shop in Indonesia. Data collection was carried out through an online questionnaire with a six-point Likert scale, then analyzed using Partial Least Square-Structural Equation Modeling. The theoretical framework adopts the Stimulus-Organism-Response model to explain the causal relationships between constructs. The results showed that the characteristics of the social commerce environment had a significant effect on interpersonal interaction (β=0.525; p<0.05), interpersonal interaction had a significant effect on the perceived value of customers (β=0.639; p<0.05), the value perceived by customers had a significant effect on purchase intention (β=0.579; p<0.05), and there was a direct influence of environmental characteristics on purchase intention (β=0.282; p<0.05). The research model was able to explain the variance in purchase intent by 61.5 percent, confirming that all hypotheses were accepted with a strong level of significance. The findings confirm that an interactive platform environment that supports socialization effectively shapes purchase intent through social interaction mechanisms and value creation for consumers.
Co-Authors Basuki, Nilam Wahyu Perdana, Rafi