PENGARUH MARKETING DI SOCIAL MEDIA YOUTUBE TERHADAP NIAT BELI PRODUK SONY (KAMERA) DI INDONESIA

  • I Made Agus Ariana Universitas Pelita Harapan
  • Gilang Affanda Sovianto Putra Universitas Pelita Harapan
  • Innocentius Bernarto Universitas Pelita Harapan

Abstract

This study aims to analyze whether Social Media Marketing Activity (SMMA) conducted by brands can have a positive impact on brand equity, e-WOM distribution that occurs on social media can increase customer buying intentions, as well as the impact of Social Media Marketing Activity (SMMA) on customer buying intentions. The respondent data collected in this study used an online questionnaire survey of 100 YouTube users in Indonesia. This study is using Partial Least Square- Structural Equation Modelling (PLS-SEM) which showed the positive effect of SMMA on brand equity. In addition, brand equity has a positive impact on e-WOM, and e-WOM retains a positive influence on customer purchase intentions. Lastly, SMMA has also shown a direct impact on customers' purchase intentions.

 

Keywords: Social Media Marketing, Brand Equity, e-WOM, Purchase Intention.

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Published
2021-09-08
How to Cite
Ariana, I. M., Putra, G. A. S., & Bernarto, I. (2021). PENGARUH MARKETING DI SOCIAL MEDIA YOUTUBE TERHADAP NIAT BELI PRODUK SONY (KAMERA) DI INDONESIA. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 275-291. https://doi.org/10.31955/mea.vol5.iss3.pp275-291