PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN BRAND EQUITY, BRAND ENGAGEMENT, DAN CUSTOMER BONDING SEBAGAI MEDIATOR PADA MEDIA SOSIAL INSTAGRAM SOMETHINC

Abstract

The existence of social media has influenced social life in society. Something is one of the local brands that implements social media marketing through Instagram. With Instagram followers of more than 1 million followers, they use the social media platform as one of the steps to promote their business. This study aims to examine and analyze the influence of social media marketing variables on purchase intentions mediated by brand equity, brand engagement, and customer bonding on the social media Instagram Somethinc. The sampling method uses a non-probability sampling technique with a purposive sampling technique. The sample used in this study was 115 respondents who live in Surabaya. Data collection tool used is a questionnaire. The data analysis technique used is Structural Equation Modeling – Partial Least Square (SEM PLS). The research results obtained are hypothesis 1, hypothesis 2, hypothesis 3, hypothesis 4, hypothesis 5, hypothesis 6 accepted. In addition, the results of the study also show that social media marketing has a positive and significant effect on purchase intentions through brand equity, brand engagement, and customer bonding.