Analisa Faktor Pengaruh Purchase Intention Melalui Engagement Sebagai Mediasi dan Brand Equity Sebagai Moderasi Pada Pengguna Media Sosial
Renisa Ester Herdinasari,
Renny Christiarini
Abstract:This study aims to investigate the factors that influence the purchase intention of social media users. The research examines the impact of social presence, psychological distance, trust, engagement, social media marketing, electronic word of mouth (EWOM), and brand equity on purchase intention. Engagement is identified as a mediator, and brand equity as a moderator in the relationship. Data was collected from 290 reSPondents through the distribution of questionnaires and analyzed using the SmartPLS 3.0 progra… Show more
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