Mengungkap Peran Ekuitas Merek dalam Membentuk Niat Pembelian Konsumen

Fendy Cuandra (Universitas Internasional Batam)
Chalvin Kho (Universitas Internasional Batam)
Lily Purwianti (Universitas Internasional Batam)
Stefhani Susanto (Universitas Internasional Batam)

Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

The focus of this study is to find out what is able to influence purchase intention mediated by brand equity. Usually using random sampling techniques, quantitative research strategies consist of distributing questionnaires and analyzing certain populations or samples using quantitative data. The demographics in this study consisted of people who knew the Batam community who planned to buy e-Commerce goods. The target population of the study was 350 respondents. The research findings interpret that brand equity is significantly able to be positively impacted by e-WoM, social media marketing, brand performance, and brand awareness. Then purchase intention is significantly able to be positively impacted by e-WoM and brand equity. Then brand equity mediates the significant positive impact of e-WoM on purchase intention. Social media marketing, brand performance, and brand awareness do not significantly increase purchase intention. Social media marketing is also able to have a small impact on purchase intention mediated through brand equity.