Peran Brand Equity sebagai Mediasi dalam Pengaruhnya terhadap Purchase Intention Pengguna Aplikasi Hiburan Daring Gen Z
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Abstract
The growth of online video consumption in Indonesia has changed the behavior of Generation Z in selecting and subscribing to digital entertainment applications. Increasingly fierce competition between platforms requires companies to build brand equity that can drive user purchase intentions. This study aims to analyze the influence of electronic word-of-mouth (e-WOM), social media marketing, brand awareness, and brand image on purchase intention with brand equity as a mediating variable in Generation Z online entertainment application users. The study used a quantitative approach by distributing questionnaires to 240 respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS 4 software. The results showed that brand awareness and brand image had a positive and significant effect on brand equity, while e-WOM and social media marketing did not have a significant effect on brand equity. Furthermore, brand equity was proven to have a positive and significant effect on purchase intention and mediated the influence of brand awareness and brand image on purchase intention, but did not mediate the influence of e-WOM or social media marketing. These findings indicate that building brand equity in digital entertainment applications is more determined by the strength of brand awareness and image than digital communication activities alone. Drawing on the Theory of Planned Behavior, these results suggest that brand equity functions as the attitudinal foundation through which Gen Z consumers translate favorable brand perceptions into purchase intention. This research contributes to the development of digital marketing literature through an integrative model that connects four antecedent variables with brand equity as a mechanism for forming purchase intention in Generation Z online entertainment application users, while also providing practical implications for platform managers in designing brand strengthening strategies.
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