Track: Business Management

Abstract

This paper examined the relationship between E-WOM and Social Media Marketing on purchase intention mediated by brand equity. This paper used SPSS 2.6 version to analyze 130 respondents. This paper confirms the influence of social media marketing on brand equity and concludes the significant impact of brand equity on e-WOM, which ultimately provides the answer to the question of why strong brands can persuade their consumers to spread e-WOM
messages and influence and motivate others to buy or the same products. The main limitation in this paper is the sample used only Binus University students, so it is less relevant to generalize the research findings to the entire population of social media users. To deeply understand the role of social media marketing activities, further research is needed on social media users in other regions and platforms such as Facebook, Twitter, and YouTube.

Keywords
Brand Equity, E-WOM, Social Media Marketing and Purchase Intention.