The Effect of Social Media Communication on Purchase Intentions with Brand Equity and Brand Attitude as Mediator

Abstract

Aim: This study was conducted to determine the relationship between social media communication and purchase intention with brand equity and brand attitude as mediators. This is important and interesting to discuss because not all forms of social media communication are under the control of the company. Study Design: Social media communication was evaluated based on its content characteristics, Firm Created Communication (FCC) and User Generated Communication (UGC). Place and Duration of Study: This research was conducted in Indonesia from June to October 2023. Methodology: The study used purposive sampling method and generated 165 respondents. Primary data for this study was obtained through an online questionnaire. Data analysis was conducted using SPSS software and Smart PLS software. Results: The results of this study show that 4 hypotheses are supported, and 1 hypothesis is not supported. (1) FCC has a positive and significant effect on brand equity. (2) UGC has a negative and insignificant effect on brand equity. (3) FCC has a positive and significant effect on brand attitude. (4) UGC has a positive and significant effect on brand attitude. (5) Brand attitude has a positive and significant effect on brand equity. (6) Brand equity has a positive and significant effect on purchase intention. (7) Brand attitude has a positive and significant effect on purchase intention. Conclusion: This research provides new insight into the differences between the influence of two characteristics of social media content on brand equity and brand attitude which will increase purchase intention. Companies must manage their social media communications according to the type of content characteristics to increase purchase intentions.