PENGARUH INTERAKSI VIRTUAL DAN EKUITAS MEREK NEX CARLOS TERHADAP MINAT BELI PENGIKUT DI INSTAGRAM

Authors

  • Jeremiah Purna Wijaya Universitas Kristen Petra
  • Natasya Yemima Ongkosuwito Universitas Kristen Petra
  • Regina Jokom Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.7.1.32-41

Keywords:

Interaksi Virtual, Ekuitas Merek, Minat Beli, Instagram, Nex Carlos

Abstract

Nex Carlos adalah salah satu selebriti endorser yang populer di Indonesia yang terkenal dengan konten makanannya. Penelitian ini dilakukan untuk mengetahui seberapa besar tingkat pengaruh Interaksi Virtual dan Ekuitas Merek (kesadaran merek, citra merek, dan loyalitas merek) Nex Carlos terhadap minat beli pengikutnya di Instagram. Data penelitian didapat dengan melakukan survei kepada 218 pengikut akun Instagram Nex Carlos. Teknik Analisa data yang dugunakan adalah Partial Least Square. Hasil penelitian menunjukkan bahwa interaksi virtual dan ekuitas merek Nex Carlos berpengaruh secara positif dan signifikan terhadap minat beli pengikutnya di Instagram.

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Published

2021-08-01

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