PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP BRAND EQUITY DAN PURCHASE INTENTION (Studi Pada Pengikut Instagram Rumah Makan Silungkang)

ILHAM SURYA VENDRI, ILHAM (2023) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP BRAND EQUITY DAN PURCHASE INTENTION (Studi Pada Pengikut Instagram Rumah Makan Silungkang). Masters thesis, Universitas Andalas.

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Abstract

PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP BRAND EQUITY DAN PURCHASE INTENTION (Studi Pada Pengikut Instagram Rumah Makan Silungkang) Tesis Oleh Ilham Surya Vendri Pembimbing 1 : Prof. Dr. Ratni Prima Lita, SE., MM Pembimbing 2 : DR. Verinita, SE., M.Si ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activities terhadap brand equity dan pada purchase intention (studi pada pengikut instagram Rumah Makan Silungkang). Penelitian explanatory research ini menggunakan survey. survey explanatory dengan pendekatan kuantitatif. Pengumpulan data pada 250 pengikut Instagram Rumah Makan Silungkang yang berminat membeli makanan di Rumah Makan Silungkang dilakukan dengan teknik pengambilan sampel purposive sampling. Data kemudian dianalisis menggunakan Structural Equation Modelling - Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa social media marketing activitiess berpengaruh signifikan terhadap brand equity. Brand equity berpengaruh signifikan terhadap purchase intention, Social media marketing activitiess berpengaruh signifikan terhadap purchase intentionsertasocial media marketing activitiess berpengaruh signifikan terhadap purchase intention dengan brand equity sebagai variabel mediasi Kata kunci : Social Media Marketing Activities, Brand Equity, Purchase Intention THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND EQUITY AND PURCHASE INTENTION (Study of Instagram Followers of Rumah Makan Silungkang) Thesis By Ilham Surya Vendri Advisor 1 : Prof. Dr. Ratni Prima Lita, SE., MM Advisor 2 : DR. Verinita, SE., M.Si 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 has a significant effect on purchase intention and social media marketing activities has a significant effect on purchase intention with brand equity as a mediating variable Keywords: Social Media Marketing Activities, Brand Equity, Purchase Intention

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