The Influence Social Media and Brand Equity on Purchase Intention towards Zalora Indonesia
Abstract
The rapid growth of e-commerce in Indonesia, particularly in the fashion sector, has positioned Zalora Indonesia as
a key player. However, its social media marketing strategies remain underutilized in driving brand equity and
purchase intention, especially in digitally active regions like Bandung. This study investigates the influence of social
media engagement on purchase intention toward Zalora, with brand equity as a mediating variable. Using a
quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from
400 social media users in Bandung familiar with Zalora. The study examines five dimensions of social media
engagement: surveillance, social interaction, remuneration, information sharing, and entertainment. The results
indicate that all five dimensions positively and significantly affect brand equity, with social interaction being the most
influential. Additionally, brand equity significantly impacts purchase intention and mediates the relationship between
social media and consumer behavior. These findings emphasize the importance of emotional engagement and brand
value in social media marketing. The study offers both theoretical insights into digital consumer behavior and
practical strategies for Zalora, including enhancing interactivity, offering loyalty incentives, enriching content
quality, and streamlining the purchase process to improve conversion rates.
Keywords: Social Media, Brand Equity, Purchase Intention, Zalora Indonesia, PLS-SEM
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