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Effect of social media marketing on Instagram towards purchase intention: Evidence from Indo-nesia’s ready-to-drink tea industry

This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention. | Effect of social media marketing on Instagram towards purchase intention Evidence from Indo-nesia s ready-to-drink tea industry International Journal of Data and Network Science 4 2020 91 104 Contents lists available at GrowingScience International Journal of Data and Network Science homepage www.GrowingScience.com ijds Effect of social media marketing on Instagram towards purchase intention Evidence from Indo- nesia s ready-to-drink tea industry Prasetyo Matak Ajia Vanessa Nadhilaa and Lim Sannya a Business Management Program Management Department BINUS Business School Master Program Bina Nusantara University Jakarta Indo- nesia CHRONICLE ABSTRACT Article history This study attempts to investigate whether Social Media Marketing Activity SMMA carried out Received February 18 2020 by companies brands have a positive impact on their brand equity e-WOM distribution on social Received in revised format March media and customers purchase intention. The objective of this paper is to investigate the impact 19 2020 of SMMA towards customers purchase intention. The researchers tried to survey the results of Accepted March 19 2020 Available online March 19 2020 previous studies to give more benefits to the readers and researchers in this area of study. Research Keywords data was collected using an online questionnaire survey of 114 participants of Instagram users in Social Media Marketing Indonesia. The results of structural equation modelling supported the current model s validity and Brand Equity indicated a positive effect of SMMA towards brand equity. Moreover brand equity had a positive e-WOM impact on e-WOM and e-WOM maintained a positive influence towards customers purchase Purchase Intention intention. Finally SMMA also has showed a direct impact to customers purchase intention. 2020 by the authors licensee Growing Science Canada. 1. Introduction Until April 2019 the number of social media users was around 3.5 billion in the world including Insta- gram with 802 .