Electronic Theses and Dissertation

Abstrak penelitian ini menganalisis pengaruh firm created communication dan user generated communication terhadap purchase intention yang dimediasi oleh brand equity pada konsumen mixue di banda aceh. penelitian ini menggunakan teknik pengambilan sampel non-probability sampling dengan purposive sampling untuk mengumpulkan data. sampel terdiri dari 200 responden yang mengetahui merek mixue, pernah membeli produk, menggunakan media sosial, dan berusia 18-50 tahun. analisis data menggunakan structural equation modeling (sem). hasil menunjukkan firm created communication dan user generated communication mempengaruhi brand equity dan purchase intention secara langsung. brand equity juga mempengaruhi purchase intention secara langsung dan berperan sebagai mediator parsial dalam pengaruh komunikasi terhadap purchase intention. berdasarkan hasil ini, mixue disarankan menggunakan konsultan pemasaran, meningkatkan kualitas produk dan pelayanan, memperkuat kampanye pemasaran melalui media dan influencer, serta mengembangkan diferensiasi produk melalui inovasi rasa dan kualitas. kata kunci: firm created communication, user generated communication, purchase intention, brand equity, mixue 

ABSTRACT This study analyzes the effect of firm created communication and user generated communication on purchase intention mediated by brand equity among Mixue consumers in Banda Aceh. This study employs a non-probability sampling technique with purposive sampling to collect data. The sample consisted of 200 respondents who knew the Mixue brand, had purchased the product, used social media, and were aged 18-50 years. Data analysis using Structural Equation Modeling (SEM). The results show that firm created communication and user generated communication affect brand equity and purchase intention directly. Brand equity also influences purchase intention directly and acts as a partial mediator in the effect of communication on purchase intention. Based on these results, Mixue is advised to use marketing consultants, improve product and service quality, strengthen marketing campaigns through media and influencers, and develop product differentiation through flavor and quality innovation. Keywords: Firm Created Communication, User Generated Communication, Purchase Intention, Brand Equity, Mixue