| dc.description.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). | |
