PENGARUH DIGITAL MARKETING, BRAND EQUITY DAN STREAMERS CREDIBILITY TERHADAP PURCHASE INTENTION KONSUMEN DARING DI KOTA BATAM MELALUI LIVE STREAMING

Abstract

Technological advances make the latest innovations in marketing systems such as digital marketing. This study aims to examine the effect of digital marketing consisting of social media marketing and electronic word of mouth on consumer purchase intentions in Batam City, with brand equity as a moderation of the relationship. As well as the influence of streamer credibility on live streaming. This study uses primary data obtained through collecting questionnaires from 209 respondents, then the data will be processed and analyzed using the SmartPLS 3 program. The output of this study shows the influence of social media marketing, electronic word of mouth, brand equity, and streamer credibility on purchase intentions. But the effect of moderating brand equity does not show significant results.