Exploring the Impact of Influencer Marketing on Brand Equity: A Mediation Analysis Involving Brand Awareness and Customer Brand Engagement

Abstract

This research aims to examine the influence of influencer marketing on overall brand equity, which is mediated by Brand Awareness and customer brand engagement. In this research, the population used is Indonesian people who are familiar with tourism. In this condition, people have visited or are visiting tourist destinations. The number of samples taken was 290 respondents. This research data was obtained using an online survey questionnaire via Google Form with a measurement scale using a 5-point Likert scale. This research is descriptive research using quantitative methods. The analysis tool used is Structural Equation Modeling (SEM), with data analysis techniques using the Smart-PLS version 3.0 application. All the hypotheses proposed in this study have a positive and significant impact. The research findings confirm the mediating role of variables such as brand awareness and customer brand engagement in the relationship between influencer marketing and overall brand equity. In this context, influencer marketing can influence overall brand equity both directly and through mediator variables. The results of this study are expected to serve as an alternative solution for stakeholders in the tourism industry to formulate marketing strategies in the digital era.