The Influence of Social Media Communication on Purchase Intention and Purchase Decision Through Brand Equity in Mixue Indonesia

Abstract

Purpose: This research aims to identify the influencing factors of Social Media Communication purchase intention and purchase decision through brand equity so that the business can maintain sustainability using descriptive analysis and SEM-PLS on SmartPLS. Theoretical framework: This research is a development of industrial theoretical aspects of ice & tea in Indonesia, which consists of Firm Generated Social Media Communication and User-Generated Social Media Communication variables influencing purchase intention and purchase decision through mediating variables, including brand awareness, brand association, perceived quality, and brand loyalty. Design/Methodology/Approach: This research uses quantitative methods. The data source comes from a survey by distributing online questionnaires to 385 people who have purchased Mixue products and have seen Mixue content created by the Mixue Indonesia company and other Tiktok users. The data analysis technique used is SEM-PLS analysis and using SmartPLS software. Findings: User-Generated Social Media Communication is the variable that most influences purchase intention and purchase through the TikTok social media application, while the mediating variable, Perceived Quality is one of the highest brand equity mediating variables. Additionally, adding variables in this research proves that purchase intention influences purchase decision. Research, Practical & Social implications: Mixue management must pay attention to social media communication, especially user-generated content on the Tiktok application and brand equity, to achieve and maintain consistency and sustainability. Originality/Value: This research is the first to analyze the factors influencing purchasing intentions and purchasing decisions at Mixue Indonesia so that it can become a reference in academic aspects and managerial knowledge.