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All Journal Jurnal Manajemen Terapan dan Keuangan Journal of Business & Banking J-MAS (Jurnal Manajemen dan Sains) Journal of Global Business and Management Review Jurnal Manajemen Bisnis dan Keuangan Wiga : Jurnal Penelitian Ilmu Ekonomi Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Christiarini, Renny
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Humanities Economics, Econometrics & Finance Social Sciences Other

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Journal : J-MAS (Jurnal Manajemen dan Sains)

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Analisa Faktor Pengaruh Purchase Intention Melalui Engagement Sebagai Mediasi dan Brand Equity Sebagai Moderasi Pada Pengguna Media Sosial Herdinasari, Renisa Ester; Christiarini, Renny
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 1 (2024): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i1.1743

Abstract

This study aims to investigate the factors that influence the purchase intention of social media users. The research examines the impact of social presence, psychological distance, trust, engagement, social media marketing, electronic word of mouth (EWOM), and brand equity on purchase intention. Engagement is identified as a mediator, and brand equity as a moderator in the relationship. Data was collected from 290 reSPondents through the distribution of questionnaires and analyzed using the SmartPLS 3.0 program. The results of the data analysis indicate a positive correlation between trust, engagement, EWOM, and brand equity with purchase intention. However, there is no significant effect of social presence, psychological distance, and social media marketing. Additionally, the results showed no mediating effect of engagement, and the moderating impact of brand equity was less than 5%.
Co-Authors Fidia, Fidia Herdinasari, Renisa Ester Lily Purwianti Macnico, Peter Permata, Nadiva Surya Qadri, Rizni Aulia Seren, Seren Shevia, Shevia