Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta

Mahendra Putri, Windi; Sutiono, Heru Tri; Kusmantini, Titik

doi:10.53682/mk.v5i1.8436

Cited by 2 publications

(1 citation statement)

References 14 publications

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“…Prior studies have explored the impact of brand equity on consumer purchase intentions. Poturak & Softić (2019) and (Mahendra Putri et al, 2024) assert that a higher level of brand equity for a product corresponds to an increased likelihood of purchasing the same product. Building upon the findings of previous researchers, which suggest that a more positive consumer perception of a product strengthens the intention to purchase, the fifth hypothesis of this research is as follows:…”

Section: Brand Equitymentioning

confidence: 99%

Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products

Ashdaq,

Jamil,

Mandasari

2024

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Marketing through social media has become a marketing strategy that is widely used by the cosmetics industry, especially with the number of consumers that continue to grow as generations increase. Generation Z women are a potential market in this industry where this generation is a new entrant consumer. The purpose of this study is to investigate the influence of marketing through social media on the intention to make purchases with variables mediating brand attitude and brand equity on cosmetic products in the city of Makassar. The research was conducted by distributing questionnaires to 288 respondents, selected using a non-probability sampling technique known as convenience sampling. The collected primary data is then processed using the Structural Equation Modelling (SEM) method using AMOS 23 software. The research results indicate that marketing via social media has a positive and significant impact on brand attitude and brand equity but does not significantly influence the purchasing intentions of Gen Z women. Additionally, brand attitude and brand equity do not effectively mediate the relationship between social media marketing and purchase intentions. These findings suggest that cosmetic companies need to refine their social media marketing strategies to better target Gen Z women.

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Section: Brand Equitymentioning

confidence: 99%

Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products

Ashdaq,

Jamil,

Mandasari

2024

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Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

Qi,

Abdullah,

Rahman

2024

Sustainability

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In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity.

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Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta

Cited by 2 publications

References 14 publications

Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products

Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

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