Effect of Social Media Content and Mental Health Condition on Purchase Intention with Customer Engagement as a Moderation Variable in Shopee (Case Study: Students of The Faculty of Economics and Business, University of North Sumatra)

This study aims to determine the effect of Social Media Content and Mental Health Conditions on Purchase intention with Customer Engagement as a moderation variable in Shopee (Case Study: Students of the Faculty of Economics and Business, University of North Sumatra). This research is associative research, and the data type used is quantitative. The population and sample in this study were 30 undergraduate students of the Faculty of Economics and Business, University of North Sumatra. The sampling technique is accidental sampling. The data analysis technique used is a descriptive statistical analysis using the SPSS 26 program. The results of this study indicate that social media content and mental health partially have a positive and significant effect on purchase intention. Customer engagement can significantly moderate the influence of social media content on purchase intention. Conversely, Customer engagement cannot moderate the effect of mental health on purchase intention. Keywords: social media content, mental health condition, purchase intention, customer engagement.