Social Media Marketing Influence on Brand Equity And Purchase Intention: Case of Cruise Ship Line In Jakarta

Abstract

The main purpose of this research is to identify the effect of social media marketing towards
purchase intention mediated by brand awareness for tourism product by PT. Pelni by using supporting
indicators. This research using questionnaire through google form for collecting data which is given to the
respondents who had been using Pelni products. This research uses Structural Equation Modelling (SEM)
method to analyze the effect of independent variable to dependent variable via mediating variable with
smartPLS 2.0 software.