Pengaruh Social Media Marketing Activities Instagram terhadap Brand Equity dan Purchase Intention pada E-Commerce XYZ

Abstract

Industri e-commerce yang terus bertumbuh di Indonesia menciptakan iklim persaingan yang semakin kompetitif pada industri ini. Kondisi ini mendorong perusahaan mengembangkan berbagai strategi pemasaran untuk memperkuat kehadiran merek dan menjangkau target pasar yang lebih luas untuk memenangkan persaingan. Pemasaran berbasis media sosial telah dimanfaatkan secara luas oleh bisnis saat ini karena menawarkan peluang bagi perusahaan untuk terhubung langsung dengan konsumen dan meningkatkan penjualan melalui saluran ini. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activities pada Instagram terhadap brand equity dan purchase intention pada e-commerce XYZ di wilayah Jabodetabek. Penentuan sampel dalam penelitian ini menggunakan teknik non-probability sampling, yakni metode purposive dan quota sampling. Data penelitian diperoleh dari pengisian kuesioner secara daring oleh pengguna Instagram yang pernah berinteraksi dengan aktivitas pemasaran media sosial Instagram e-commerce XYZ. Data kemudian dianalisis menggunakan metode analisis deskriptif dan Structural Equation Modelling-Partial Least Square (SEM PLS). Hasil penelitian ini menunjukkan bahwa social media marketing activities memiliki pengaruh positif dan signifikan terhadap brand equity dan purchase intention. Hasil penelitian juga menunjukkan bahwa brand equity tidak memediasi hubungan antara social media marketing activities dan purchase intention.

The growing of e-commerce industry in Indonesia leads to an increasingly competitive environment in the industry. This situation has led companies to develop various marketing strategies to strengthen their brand presence and reach a wider target market to win the competition. Social media-based marketing has been widely utilized by businesses today because it offers opportunities for companies to connect directly with consumers and increase sales through this channel. This study aims to analyze the influence of social media marketing activities Instagram towards brand equity and purchase intention on e-commerce XYZ in the Jabodetabek area. The sample was determined using non-probability sampling techniques, with purposive and quota sampling methods. The data were collected through online questionnaire by Instagram users who have interacted with social media marketing activities Instagram e-commerce XYZ in the past three months. The data were analyzed using descriptive analysis and structural equation modeling-partial least square (SEM PLS). The results of this study indicate that social media marketing activities have a positive and significant influence on brand equity and purchase intention. The results also show that brand equity do not have mediating impact on the relationship between social media marketing activities and purchase intention.