Pengaruh Social Media Marketing Activity Instagram Terhadap Purchase Intention Dengan Brand Equity Dan Electronic Word Of Mouth Sebagai Variabel Intervening Di Pass The Trend Bandung
Abstract
Kemajuan teknologi internet dan adanya media sosial merupakan kesempatan yang tepat untuk membuka bisnis secara daring ditengah perkembangan internet dalam segala aspek masyarakat. Salah satu penerapan teknologi tersebut yaitu penggunaan strategi pemasaran yang dapat dilakukan melalui media sosial. Penelitian ini bertujuan untuk mengetahui apakah social media marketing activity yang dilakukan oleh Pass The Trend memiliki pengaruh positif terhadap brand equity, penyebaran e-WOM di media sosial, dan purchase intention pelanggan. Model pengukuran SEM-PLS dan pendekatan kuantitatif digunakan dalam metodologi penelitian ini. Pengambilan data responden dilakukan melalui penyebaran kuesioner terhadap 400 partisipan pengguna media sosial Instagram yang pernah mengakses akun Instagram Pass The Trend. Penelitian menunjukkan bahwa social media marketing activity berdampak positif terhadap purchase intention. Selain itu, brand equity juga dinilai berpengaruh positif terhadap e-WOM dan e-WOM tetap mempengaruhi purchase intention secara positif. Hasil penelitian ini dimaksudkan sebagai evaluasi bagi Pass The Trend, memberikan wawasan mengenai cara meningkatkan dan menerapkan social media marketing activity di Instagram secara efektif. Hal ini diharapkan dapat meningkatkan brand equity dan e-WOM Pass The Trend.
Kata Kunci-teknologi, social media marketing activity, brand equity, e-WOM, purchase intention.
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