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

2022 7th International Conference on Business and Industrial Research (ICBIR) Pub Date : 2022-05-19 DOI:10.1109/ICBIR54589.2022.9786511

Imam Bukhori, Ni Putu Yuki Sukma, Stella Bonita, Yuniarty

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引用次数: 1

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.

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社交媒体营销对客户参与的影响及其对客户购买意愿的影响Event Hunter印度尼西亚

本研究旨在确定社交媒体营销对客户参与的影响及其对CV中消费者购买意愿的影响。Event Hunter印度尼西亚。本研究以定量方法进行描述性研究，并使用问卷调查的原始数据。通过使用CV的参与者数据。在2018年至2021年期间，印度尼西亚事件猎人进行了这项研究，采用了李克特量表的抽样技术。然后使用SmartPLS 3.0应用程序进行数据分析，采用PLS-SEM(偏最小二乘-结构方程建模)分析变量之间的关系。本研究表明，社会化媒体营销的各个维度对客户参与和购买意愿都有积极而显著的影响。这些维度包括娱乐、定制、交互和潮流。此外，顾客参与对消费者购买意愿也有显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2022 7th International Conference on Business and Industrial Research (ICBIR)

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