Pengaruh Social Media Marketing Activities Instagram Terhadap Purchase Intention Layanan Subscription Video On-Demand (SVOD) Netflix Melalui Brand Equity  Sebagai Variabel Mediasi

Muhammad Rafi Al-Ghifari

Authors

Muhammad Rafi Al-Ghifari Universitas Padjadjaran

Keywords:

Social Media Marketing Activities, Purchase Intention, Brand Equity

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dari social media marketing activities (SMMA) Instagram terhadap purchase intention layanan Subscription Video On-Demand (SVOD) Netflix melalui brand equity sebagai variabel mediasi dengan mengadaptasi model S-O-R. Hadirnya media sosial telah menjadi alat vital dalam kegiatan pemasaran, media sosial seperti Instagram telah menjadi platform dominan yang membantu perusahaan dalam membangun hubungan dengan pelanggan dan memasarkan produkatau layanan. Penelitian ini mencoba mengidentifikasi bagaimana SMMA pada Instagram dapat memengaruhi niat pembelian konsumen, baik secara langsung maupun melalui brand equity. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 290 responden. Data yang terkumpul dianalisis menggunakan aplikasi SmartPLS, hasil analisis menunjukkan bahwa SMMA pada Instagram efektif dalam meningkatkan niat pembelian konsumen terhadap layanan SVOD Netflix, baik secara langsung maupun melalui peningkatan brand equity

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