The Influence of Social Media Marketing on Customer Engagement and Its Impact on Customer’s Purchase Intention in CV. Event Hunter Indonesia

Abstract

This study aims to determine the influence of social media marketing on customer engagement and its impact on consumer purchase intention in CV. Event Hunter Indonesia. The research was conducted descriptively with a quantitative approach and used primary data from questionnaires. By using participant data of CV. Event Hunter Indonesia between 2018 to 2021, this study carried out a sampling technique with a Likert scale. Data analysis was then conducted using the SmartPLS 3.0 application with PLS-SEM (Partial Least Square – Structural Equation Modeling) to analyze the relationship between variables. This study then shows that all dimension of social media marketing had a positive and significant impact on customer engagement and purchase intention. These dimensions include entertainment, customization, Interaction, and trendiness. Moreover, a significant influence is also given by customer engagement on consumer purchase intention.