The Influence of Social Media Marketing Activities on Brand Equity and Purchase Intention (Study of Silungkang Restaurant Instagram Followers)
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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.
Copyright (c) 2023 Ilham Surya Vendri, Ratni Prima Lita, Verinita Verinita
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