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Library's collection Library's IT development CancelThe tremendous growth in social media users, especially Instagram, has shown great
changes in the way society interacts. Brands can no longer focus on the number of sales and
revenue alone but also on how engaged their customers are with the brand on social media and
how that can influence purchase intention. As one of the most successful e-commerce in Indonesia,
Tokopedia shows great engagement on its social media. However, whether that engagement can
translate directly or indirectly to purchase intention is still unknown. Aside from social media
marketing activities, the role of brand equity is analyzed in the model as a mediating variable. This
research focuses on Tokopedia users in Indonesia who have seen their marketing content on
Instagram. A questionnaire was spread across social media platforms with simple random sampling
methods. One hundred valid respondents were analyzed using PLS-SEM. Analysis showed that
there is a significant relationship between social media marketing activities toward brand equity, a
significant relationship between brand equity toward purchase intention, and an insignificant
relationship between social media marketing activities towards purchase intention. Results also
showed that there is an indirect-only mediation from brand equity in the relationship between
social media marketing activities and purchase intention.