ROLE OF CONSUMER ENGAGEMENT AS MEDIATOR BETWEEN SOCIAL NETWORK MARKETING AND CONSUMER PURCHASE INTENTION
M. Meki MUNAWAR, Ratih HURRIYATI , Disman DISMAN, Vanessa GAFFAR, Erni MARTINI, M Irfan HADI, Adhi PRASETIO

1,2,3,4Universitas Pendidikan Indonesia, Bandung, Indonesia
1STIE Dr. KHEZ Muttaqien, Purwakarta, Indonesia
5,6,7School of Economic and Business Telkom University Bandung, Indonesia

Abstract

The objective of this study is to analyze the relationship between social network marketing, consumer engagement, and puchase intention from the perspective of mobile users in Indonesia. Furthermore, this research also aims to determine whether consumer engagement plays a mediating role between the social network marketing and purchase intention. This research use 210 samples with purposive sampling techniques. This study employs a quantitative approach by distributing a five-point questionnaire on a Likert scale and used Stuctural Equation Model (SEM) for testing the hypothesis. Based on the results of data processing, social network marketing has a significant impact on consumer purchase intention. Social network marketing has a significant impact on consumer engagement. Consumer engagement has a significant impact on consumer purchase intention. Consumer engagement plays a role as a mediating variable between social network marketing and purchase intention. The results of this research provide insight into empirical evidence of the practical use of social network marketing, consumer engagement and purchase intentions in the mobile service operator industry in developing countries. Additional discussions are addressed in the paper.

Keywords: Consumer Engagement, Social Network Marketing, Purchase Intention, SEM

Topic: Marketing Management