Peran Brand Equity Dalam Memediasi Firm Created Communication Dan User Created Communication Terhadap Purchase Intention Produk Pelangsing
Keywords:
Firm created, user created, brand equity, purchase intention
Abstract
Perkembangan bisnis di era society 5.0 yang semakin pesat mendorong perusahaan untuk dapat menyasar konsumen menggunakan teknologi yang telah berkembang, hal ini menjadikan satu tantangan bisnis sekaligus peluang yang baik bagi perusahaan yang mulai beroprasi di pasar global. Penelitian bertujuan untuk menganalisis peran brand equity dalam memediasi firm created communication dan user created communication terhadap purchase intention produk pelangsing. Populasi dalam penelitian ini yaitu seluruh konsumen produk pelangsing. Peneliti menggunakan metode proporsional random sampling atau sampling acak. Proporsional Random Sampling yaitu cara pengambilan sampel dari anggota populasi dengan menggunakan cara acak tanpa memperhatikan strata dalam populasi tersebut. Metode analisis data yang digunakan dalam penelitian ini adalah Structual Equation Model (SEM) dengan SmartPLS. Hasil penelitian menunjukkan bahwa firm created communication berpengaruh terhadap brand equity. User created communication berpengaruh terhadap brand equity. Firm created communication berpengaruh terhadap purchase intention. User created communication berpengaruh terhadap purchase intention.
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Ghozali, I. (2021). Partial Least Squares, Konsep, Teknik, Dan Aplikasi Menggunakan Program Smartpls 3.2.9 Untuk Peneliti. In Universitas Diponegoro (Vol. 3).
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Islam, M. A., Kaium, M. A., Zahan, I., & Rahman, M. S. (2024). Does User-Generated Content Trigger University Graduates’ Online Purchase Intention? Mediating Role Of Brand Image. Asian Management And Business Review. Https://Doi.Org/10.20885/Ambr.Vol4.Iss1.Art7
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Kusuma Putra, A. H. P., Nurani, N., Ilyas, G. B., Samiha, Y. T., & Lestari, S. D. (2021). Configure The Symmetrical And Asymmetrical Paths Of Brand Equity And Relationship Of Firm Created Content And User Generated Content As Antecedent. Jurnal Manajemen Bisnis, 8(1). Https://Doi.Org/10.33096/Jmb.V1i1.704
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Liaw, G.-F., Kao, H., & Yu, W.-C. (2022). The Influence Of User-Generated Content (Ugc) On Consumer Purchase Intention. Journal Of Product & Brand Management, 31(1).
Negoro, A., & Alif, M. G. (2020). Impact Of Firm-Created Content And User-Generated Content On Consumer Perception In Grab-And-Go Coffee Brands. Https://Doi.Org/10.2991/Aebmr.K.201222.003
Sandunima, K. C., & Jayasuriya, N. (2024). Impact Of Firm-Created And User-Generated Social Media Marketing On Customers’ Purchase Intention In The Fashionwear Industry: Evidence From Sri Lanka. South Asian Journal Of Marketing. Https://Doi.Org/10.1108/Sajm-04-2023-0029
Shakuntala, B., & Ramantoko, G. (2023). The Influence Of Social Media Communication On Purchase Intention And Purchase Decision Through Brand Equity In Mixue Indonesia. International Journal Of Professional Business Review, 8(11). Https://Doi.Org/10.26668/Businessreview/2023.V8i11.3935
Sugiyono, P. D. (2019). Buku Sugiyono, Metode Penelitian Kuantitatif Kualitatif. In Revista Brasileira De Linguística Aplicada (Vol. 5, Issue 1).
Wahyu Perdana, R., & Roro Ratna Roostika, R. (2023). The Influence Of Communication Through Social Media On Brand Equity In Shaping Nike Product Purchase Intentions. Interdiciplinary Journal And Hummanity (Injurity), 2(12). Https://Doi.Org/10.58631/Injurity.V2i12.132
Wang, C. L. (2023). The Palgrave Handbook Of Interactive Marketing. In The Palgrave Handbook Of Interactive Marketing. Https://Doi.Org/10.1007/978-3-031-14961-0
Wardani, D. (2023). Pengaruh Pemasaran Media Sosial Pada Brand Equity Dan Brand Attitude Yang Mempengaruhi Purchase Intention Pada Aplikasi Shopee. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal Of Economics, Management And Banking), 9(2). Https://Doi.Org/10.35384/Jemp.V9i2.400
Yoesoep, R. E. (2022). Manajemen Pemasaran. In Eureka Media Aksara.
Published
2024-12-14
How to Cite
Nareswari, A. (2024). Peran Brand Equity Dalam Memediasi Firm Created Communication Dan User Created Communication Terhadap Purchase Intention Produk Pelangsing. Jurnal Manajemen Dan Penelitian Akuntansi (JUMPA), 17(2), 143-154. https://doi.org/https://doi.org/10.58431/jumpa.v17i2.261
Section
Articles
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