Pengaruh Aktivitas Pemasaran Di Sosial Media, Ekuitas Merek, Dan Ewom Terhadap Niat Beli Pada Produk Avoskin Di Tiktok
Abstract
Tujuan studi ini guna mengkaji pengaruh aktivitas pemasaran di sosial media, ekuitas merek, dan eWom pada niat
beli pada produk Avoskin di TikTok. Peneliti menerapkan metode kuantitatif dan tujuan penelitian ini adalah
deskriptif kausalitas. Pengumpulan data menerapkan metode non-probability sampling dengan sampel sebanyak 400
responden pengguna Avoskin. Teknik analisis data menerapkan Partial Least Squares Structural Equation Modeling
(PLS-SEM) melalui software SmartPLS. Berdasarkan hasil analisis data dapat diketahui aktivitas pemasaran di sosial
media berpengaruh positif dan signifikan pada ekuitas merek, dan ekuitas merek berpengaruh positif dan signifikan
terhadap eWom, serta eWom berpengaruh positif serta signifikan pada niat beli. Namun, jalur langsung antara aktivitas
pemasaran di sosial media terhadap niat beli justru menunjukkan pengaruh negatif dan signifikan. Secara tidak
langsung, aktivitas pemasaran berpengaruh positif serta signifikan terhadap niat beli melalui ekuitas merek, namun
berpengaruh negatif melalui eWom. Studi ini menyajikan kontribusi teoritis dalam literatur pemasaran digital dan
implikasi praktis bagi Avoskin untuk lebih selektif dalam membangun konten TikTok yang tidak hanya menarik,
tetapi juga membangun persepsi positif serta mendorong eWom yang mendukung niat beli konsumen.
Kata Kunci: Aktivitas pemasaran di sosial media, Ekuitas merek, eWom, Niat beli, TikTok
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