Pengaruh Aktivitas Pemasaran Media Sosial Instagram terhadap Niat Beli (Studi pada Produk Fashion Merek Erigo)

Abstract

The primary objective of this study is to analyze the Effect of Instagram Social Media Marketing Activities
on Purchase Intentions among Erigo's Instagram followers in Jakarta. The research methodology utilized
in this study is quantitative descriptive research. The sampling method employed is non-probability
sampling, specifically employing Purposive Sampling technique, resulting in 100 respondents from the
relevant population. Data analysis was conducted using SmartPLS 3 (Partial Least Square) to test the outer
model, inner model, and hypotheses. The results indicate that social media marketing activities have a
positive and significant effect on brand equity (P-value = 0.000). Brand equity has a positive and significant
impact on E-WOM (P-value = 0.000), and E-WOM has a positive and significant effect on purchase intention
(P-value = 0.000). Additionally, social media marketing activities also have a positive and significant impact
on purchase intention (P-value = 0.002).