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Library's collection Library's IT development CancelThe existence of internet creates phenomenon for businesses to use social
media to promote their products, especially through Instagram. One of the success
one is Sour Sally Indonesia. This research is aimed to analyze the impact of social
media communication on customer's purchase intention through brand equity with
a case of Sour Sally Indonesia. Moreover, this research attempts to examine the
role of brand equity as the mediating variable of social media communication and
customers' purchase intention.
There are 204 valid respondents gathered in this research by using the
simple random sampling method. This research used reliability and validity test
and classic assumption tests as data-processing method. Then, path analysis and
Sobel test is being used to prove the mediation effect. This research resulted in
several findings, they are firm-created content has significant impact on
customers' purchase intention while the user-generated content has no significant
impact on customers' purchase intention. Then, when the brand equity is added as
the mediating variable, it created different result which are the firm-created
content is fully mediated by brand equity, but user-generated content still has no
significant impact on customers' purchase intention through brand equity.