Abstract
Consumers today are individuals who fulfill life needs such as shopping using e-commerce. In its fulfillment, consumers can change in terms of purchasing decisions from one e-commerce to another e-commerce. This requires the company to always have a good strategy to compete in a healthy manner in terms of business. To learn about the importance of social media marketing activity, this study will find out how much influence the social media marketing activity received by e-commerce companies has on brand equity, customer relationships and repurchase intention. In addition, the study will learn how much influence brand equity and customer relationship have on an e-commerce company's repurchase intention. In this study, the survey is conducted by distributing questionnaires to respondents online where the research sample has several questions related to the habits and behavior of respondents. This research uses a sample of 210 people who are domiciled in Indonesia. In the research model, the study uses Structural Equation Modeling (SEM) analysis and the software used for this research is IBM SPSS AMOS. The results of the influence of social media marketing activities have the largest positive influence on customer relationships, brand equity is the main and biggest factor that positively and significantly affects repurchase intention in this research model. The accumulated experience and knowledge of consumers about a brand is a factor that can influence consumers to repurchase the same brand. Brand equity not only provides immediate benefits, but also long-term benefits by retaining consumers to continue to repurchase their products. A strong brand will make consumers always remember the brand. The study explains that customer relationships do not have any significant effect on repurchase intention. The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study. Customer relationships in the study did not have any significant effect on repurchase intention.
Highlights
The growth of use through e-commerce certainly has various benefits that are obtained by sellers and consumers by conducting transactions electronically
The main function of customer relationships at first and now is to try to reach their consumers more broadly, especially related to purchases, but this is not proven in repurchases, especially in this study
The positive result from the point of view of this researcher could be due to the increasing number of users of social media marketing and the increasing awareness of its use, so that companies do marketing through social media and take their customers to the company's brand seriously, which will bring the company's brand equity in a better direction
Summary
The growth of use through e-commerce certainly has various benefits that are obtained by sellers and consumers by conducting transactions electronically. There are many types of e-commerce in Indonesia, including advertising e-commerce, e-commerce market/marketplace, e-commerce shopping mall, social media e-commerce, and e-commerce online shop. E-commerce market/marketplace aims to bridge transactions between sellers and consumers so that the buying and selling process feels safer (Noonan, 2016). One way that can be used by ecommerce is to implement good marketing strategies such as advertising on offline and online media to increase the number of application users. Social media marketing activity itself has several advantages for companies such as increasing sales, brand value, distributing information about brands and creating customer relationships (Sahir et al, 2021)
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