Pengaruh Social Media Marketing Activities Terhadap Brand Equity dan Purchase Intention pada Konsumen Medja Restaurant Bogor

Abstract

SARAH BUNGA DILI OKTAVIA GULTOM. The Influence Of Social Media Marketing Activities On Brand Equity and Purchase Intention On Medja Restaurant Customers Bogor. Supervised by JONO MINTARTO MUNANDAR dan JOKO PURWONO.

The premium culinary industry serves as a primary driver of the local economy and lifestyle dynamics in Indonesia. In the restaurant business, consumer purchase intention or revisit intention cannot be fully explained through purely rational transactional approaches—such as pricing strategies, standard menu variations, or mere economic calculations. Operational phenomena, such as fluctuations in weekday visitor volume, indicate that psychological and emotional factors significantly influence dining decisions. Medja Restaurant Bogor, a premium dining establishment catering to a sociodemographically diverse clientele, exemplifies these complex consumer behavior dynamics. Consumers navigate various marketing stimuli originating from social media, physical ambient atmosphere, brand reputation, and social environments. Consequently, revisit decision-making involves non-rational, psychological, and emotional processes that shape consumer attitudes and preferences. This study aims to analyze the socio-demographic and behavioral characteristics of Medja Restaurant Bogor's consumers, evaluate the effect of Perceived Social Media Marketing Activities (PSMMA) on Purchase Intention mediated by Brand Experience and Brand Equity, and identify the most dominant driving factor of Purchase Intention. Employing a quantitative survey method, primary data were collected via questionnaires administered to patrons who had previously visited the restaurant. A non-probability quantitative sampling technique was used to ensure adequate representation across consumer demographics. Data were analyzed using Structural Equation Modeling (SEM) via AMOS software to assess direct relationships, indirect effects, and full mediation mechanisms among variables. The findings reveal a highly heterogeneous consumer profile across age groups, spending levels, occupations, and visit frequencies. Structural model testing indicates that PSMMA significantly influences both Brand Experience and Brand Equity. Furthermore, Brand Equity demonstrates a strong, positive, and significant direct effect on Purchase Intention, whereas Brand Experience does not exert a direct significant effect. Mediation analysis confirms a sequential multi-stage mediation process (full mediation) through Brand Experience and Brand Equity. This suggests that digital marketing stimuli drive revisit intentions primarily through long-term brand equity accumulation rather than transient aesthetic appeals. Based on total effect analysis, Brand Equity emerges as the most dominant factor influencing Purchase Intention. Repeat visits are largely driven by perceived quality consistency, brand awareness, and brand loyalty, demonstrating that consumer decisions are rooted in strong emotional connections and brand value rather than isolated unidirectional social media campaigns. Pragmatically, these findings imply that local marketing strategies must prioritize emotional value creation and meaningful brand experiences. Maintaining culinary consistency, service excellence, sensory physical activations, and humancentric digital engagements should take precedence. Adopting a Blue Ocean Strategy framework enables innovative operational and marketing approaches— steering away from conventional price wars and focusing on value innovation, emotional resonance, and sustainable exclusive experiences.

Keywords: AMOS, Blue Ocean Strategy, Brand Equity, Brand Experience, Purchase Intention, Social Media Marketing Activities, Structural Equation Modeling (SEM).