Pengaruh Sosial Media Terhadap Brand Equity dan Purchase Intention pada Produk Pakaian di Kota Batam

Saputra, Riko Indra (2019) Pengaruh Sosial Media Terhadap Brand Equity dan Purchase Intention pada Produk Pakaian di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh sosial media terhadap brand equity dan purchase intention pada produk pakaian di Kota Batam. Variabel independen pada penelitian ini yaitu perceived informativeness dan perceived persuasiveness. Variabel intervening brand equity, variabel mediating perceived usefulness, dan variabel dependen purchase intention. Sampel dari penelitian ini adalah masyarakat Kota Batam yang aktif menggunakan sosial media, jumlah dari respoden dalam penelitian ini sebanyak 240 responden dengan teknik pengumpulan data primer yaitu melalui kuesioner. Hasil dari penelitian ini menunjukkan variabel independen perceived informativeness dan perceived persuasiveness berpengaruh positif terhadap Variabel intervening brand equity, Variabel intervening brand equity berpengaruh positif terhadap variabel dependen purchase intention, dan variabel mediating perceived usefulness berpengaruh positif dalam memoderasi variabel independen ke variabel intervening. Kata kunci: perceived informativeness, perceived persuasiveness, brand equity, purchase intention. ********************************************************************** The purpose of this study was to determine the effect of social media on brand equity and purchase intention in clothing products in Batam. The independent variable in this study are perceived informativeness and perceived persuasiveness. Intervening variable brand equity, mediating variable perceived usefulness, and purchase intention as dependent variable. The sample of this study is the people of Batam City who actively use social media, the number of respondents in this study were 240 respondents with primary data collection techniques through questionnaires. The results of this study indicate that the independent variable perceived informativeness and perceived persuasiveness positively influence the intervening variable brand equity, the intervening variable brand equity has a positive effect on the dependent variable purchase intention, and the mediating variable perceived usefulness has a positive effect on moderating the independent variable to the intervening variable. Keywords: perceived informativeness, perceived persuasiveness, brand equity, purchase intention.

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