Journal of Social Research
Vol. 2 No. 7 (2023): Journal of Social Research

The Influence of Social Media Marketing Activities on Brand Equity and Purchase Intention (Study of Silungkang Restaurant Instagram Followers)

Ilham Surya Vendri (Universitas Andalas)
Ratni Prima Lita (Universitas Andalas)
Verinita Verinita (Universitas Andalas)

Article Info

Publish Date
24 Jun 2023

Abstract

This research aims to analyze the influence of social media marketing activities on brand equity and purchase intention (study on Instagram followers of Silungkang Restaurant). This explanatory research uses a survey. explanatory survey with a quantitative approach. Data collection on 250 Instagram followers of Silungkang Restaurant who were interested in buying food at Silungkang Restaurant was carried out using a purposive sampling technique. The data was then analyzed using Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that social media marketing activities have a significant effect on brand equity. Brand equity has a significant effect on purchase intention, social media marketing activities have a significant effect on purchase intention, and social media marketing activities have a significant effect on purchase intention with brand equity as a mediating variable.

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Journal Info
Journal of Social Research
Website

Abbrev

ijsr

Publisher

CV. International Journal Labs

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

Description

The Journal of Social Research is a double blind peer-reviewed academic journal and open access to social and scientific fields. The journal is published monthly by International Journal Labs. The Journal of Social Research provides a means for sustained discussion of relevant issues that fall ...