Open AccessCustomer Engagement Analysis as Mediating the Influence on Social Media Marketing of Purchase Intentions on Skincare Avoskin
Author(s) -
Chreisna Wicaksono Perkasa,
Adam Faritzal
Publication year - 2022
Publication title -
journal of information systems and informatics
Language(s) - English
Resource type - Journals
eISSN - 2656-4882
pISSN - 2656-5935
DOI - 10.51519/journalisi.v4i1.220
Subject(s) - customer engagement , social media , business , social media marketing , marketing , advertising , population , reliability (semiconductor) , psychology , digital marketing , sociology , computer science , power (physics) , physics , demography , quantum mechanics , world wide web
This research aims to analyze customer engagement in mediating the influence of social media marketing on purchase intentions. The approach used in this study is quantitative; the population of this study is all users of Avoskin skincare products in Bandung. Data is analyzed by testing the validity, reliability, and inner model using smartPLS. The results showed a direct influence of social media marketing activities on purchase intentions in Avoskin skincare users in Bandung, and customer engagement can mediate the influence of social media marketing activities on purchase intentions.