Analysis of the Influence of Social Media Marketing Activities on Purchase Intention with Brand Equity Mediation on Korean Merchandise

This study aims to analyze and identify the factors influencing purchase intention in Korean merchandise with the mediation of brand equity. The object of this study is to respondents aged 15-26 years and the average is still in school and already working who intend to buy Korean merchandise. The in...

Full description

Saved in:

Bibliographic Details
Published in:	International journal of social science and religion pp. 95 - 108
Main Authors:	Edy Yulianto Putra, Tasya
Format:	Journal Article
Language:	Arabic
Published:	Indonesian Academy of Social and Religious Research (IASRR) 01-03-2023
Subjects:	brand equity korean merchandise marketing activities purchase intention
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	This study aims to analyze and identify the factors influencing purchase intention in Korean merchandise with the mediation of brand equity. The object of this study is to respondents aged 15-26 years and the average is still in school and already working who intend to buy Korean merchandise. The independent variables used in this study are entertainment, interaction, trendiness, advertisement, and e-wom, as well as brand equity as an intervening variable and purchase intention as a dependent variable. This study was obtained using a questionnaire filling method, a quantitative approach, and a purposive sampling technique. The author used Smart PLS to analyze the data.
ISSN:	2723-5920 2746-086X
DOI:	10.53639/ijssr.v4i1.139