PENGARUH BRAND EQUITY DALAM MEMEDIASI KAMPANYE SOSIAL MEDIA & PROMOSI ONLINE: PADA PURCHASE INTENTION PENERIMAAN MAHASISWA BARU

Moch Rizal; Suhana; Sander Noferiyansyah; Raden Faqih Fadhlurrahman Priswanto

doi:10.53947/perspekt.v2i6.813

Penulis

Moch Rizal Universitas Teknologi Muhammadiyah Jakarta
Suhana Universitas Teknologi Muhammadiyah Jakarta
Sander Noferiyansyah Universitas Teknologi Muhammadiyah Jakarta
Raden Faqih Fadhlurrahman Priswanto Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.53947/perspekt.v2i6.813

Kata Kunci:

Kampanye Media Sosial, Promosi Online, Ekuitas Merek, Niat Membeli

Abstrak

Abstrak

Penelitian ini bertujuan menganalisis peran mediasi ekuitas merek terhadap pengaruh kampanye media sosial dan pemasaran digital pada niat beli mahasiswa baru STIE Muhammadiyah Jakarta selama pandemi Covid-19. Dengan sampel 100 mahasiswa baru, penelitian ini menggunakan model Structural Equation dengan software Smart PLS untuk menguji pengaruh langsung dan tidak langsung. Hasil penelitian menunjukkan bahwa kampanye media sosial dan promosi online secara langsung memengaruhi niat beli, serta efektif dalam menarik mahasiswa baru di masa pandemi. Namun, penelitian terbatas oleh waktu yang singkat dan jumlah sampel yang sedikit, serta hanya menggunakan kuesioner online. Penelitian ini diharapkan menambah wawasan teoritis tentang peran ekuitas merek dan memberikan acuan praktis bagi institusi dalam penerimaan mahasiswa baru dengan metode yang lebih baik.

Abstract

This research aims to analyze the mediating role of brand equity on the influence of social media and digital marketing campaigns on new STIE Muhammadiyah Jakarta students' purchase intentions during the COVID-19 pandemic. With a sample of 100 new students, this research used the Structural Equation model with Smart PLS software to test direct and indirect effects. The research results show that social media campaigns and online promotions directly influence purchase intentions and effectively attract new students during the pandemic. However, the research was limited to a short time and a small sample size, and only an online questionnaire was used. This research is expected to add theoretical insight into the role of brand equity and provide practical references for institutions in accepting new students with better methods.

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