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THE MEDIATING ROLE OF BRAND EXPERIENCE IN SOCIAL MEDIA MARKETING’S IMPACT ON BRAND EQUITY AND PURCHASE INTENTION

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 10 No. 3 (2026) · hlm. 1238–1256

DOI
10.22437/jiituj.v10i3.55412
ISSN
2580-2259, 2580-2240
Terbit
2026-06-29
Penerbit
LPPM Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The rapid growth of social media has transformed marketing strategies in the restaurant industry. Despite this, limited research has examined the integration of social media marketing activities (SMMA), brand experience, and purchase intention within the Indonesian restaurant context. This study aims to investigate the influence of SMMA on brand equity and purchase intention, with brand experience serving as a mediating variable. A quantitative survey was conducted among 310 Instagram followers of Medja Restaurant. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 22 to test the relationships among SMMA, brand experience, brand equity, and purchase intention. Findings indicate that SMMA positively impacts both brand experience and brand equity. Brand equity significantly predicts purchase intention, while brand experience partially mediates the relationship between SMMA and brand equity. The results suggest that restaurant managers should develop interactive, personalized, and emotionally engaging social media content to enhance customer experience, strengthen brand equity, and increase purchase intentions. This study is the first to integrate SMMA, brand experience, and purchase intention into a single SEM framework in the Indonesian restaurant industry, providing empirical evidence for the mediating role of brand experience.

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Rekan penulisOrganisasiArtikel bersama
Iqbal ImaduddinAfiliasi tidak diketahui1
Irman HermadiAfiliasi tidak diketahui1
Ujang SumarwanIPB University1
Indriana LaksmiAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 5 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">THE MEDIATING ROLE OF BRAND EXPERIENCE IN SOCIAL MEDIA MARKETING’S IMPACT ON BRAND EQUITY AND PURCHASE INTENTION</dc:title>
	<dc:creator xml:lang="en">Gultom , Sarah Bunga Dili Oktavia</dc:creator>
	<dc:creator xml:lang="en">Munandar, Jono M</dc:creator>
	<dc:creator xml:lang="en">Purwono, Joko</dc:creator>
	<dc:subject xml:lang="en">Brand Equity</dc:subject>
	<dc:subject xml:lang="en">Brand Experience</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:subject xml:lang="en">Restaurant Industry</dc:subject>
	<dc:subject xml:lang="en">Social Media Marketing Activities</dc:subject>
	<dc:description xml:lang="en">The rapid growth of social media has transformed marketing strategies in the restaurant industry. Despite this, limited research has examined the integration of social media marketing activities (SMMA), brand experience, and purchase intention within the Indonesian restaurant context. This study aims to investigate the influence of SMMA on brand equity and purchase intention, with brand experience serving as a mediating variable. A quantitative survey was conducted among 310 Instagram followers of Medja Restaurant. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 22 to test the relationships among SMMA, brand experience, brand equity, and purchase intention. Findings indicate that SMMA positively impacts both brand experience and brand equity. Brand equity significantly predicts purchase intention, while brand experience partially mediates the relationship between SMMA and brand equity. The results suggest that restaurant managers should develop interactive, personalized, and emotionally engaging social media content to enhance customer experience, strengthen brand equity, and increase purchase intentions. This study is the first to integrate SMMA, brand experience, and purchase intention into a single SEM framework in the Indonesian restaurant industry, providing empirical evidence for the mediating role of brand experience.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-06-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/55412</dc:identifier>
	<dc:identifier>10.22437/jiituj.v10i3.55412</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 10 No. 3 (2026): Volume 10, Nomor 3, June 2026; 1238-1256</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/55412/24626</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Sarah Bunga Dili Oktavia Gultom , Jono M Munandar, Joko Purwono</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>