INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA

fattya rosyana oktavia

INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA

February 2023

Vol-9, Issue-1

Paper ID: 19246

ISSN: 2395-4396

Downloads: 0

Abstract & Details

Research Area

Business, Marketing, E-commerce

Keywords

social media marketing consumer engagement brand image purchase intention PLS - SEM

Abstract

These days, companies can use social media in various ways, every business that uses social media to drive visitors to their websites and, ideally the sales. Along with, social media marketing, as one of the digital marketing that necessitates on developing and promoting content in social media, in sequence to deliver marketing and branding objectives. this paper is aim to analyze the influence of Social Media Marketing, consumer engagement brand image on purchase intention of Tokopedia user, the sample of this paper is from Tokopedia user with 47 respondent using The validity test uses the loading factor value, and the reliability test uses the value Cronbach alpha and composite reliability based PLS Application and gathers six hypotheses supported. The result is social media marketing has a positive effect on consumer engagement and brand image also brand image has a positive impact on consumer engagement.

License

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Author Information

#	Name	Institute / Affiliation
1	fattya rosyana oktavia	Najing University of Information Science and Technology

How to Cite

Use the following formats to cite this article in your research.

APA Style

oktavia, fattya rosyana (2023). INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA. International Journal of Advance Research and Innovative Ideas In Education, 9(1), 1524-1533.

MLA Style

oktavia, fattya rosyana. "INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA." International Journal of Advance Research and Innovative Ideas In Education, vol. 9, no. 1, 2023, pp. 1524-1533.

IEEE Style

fattya rosyana oktavia, "INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA," International Journal of Advance Research and Innovative Ideas In Education, vol. 9, no. 1, pp. 1524-1533, 2023.

Vancouver Style

oktavia fattya rosyana. INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA. International Journal of Advance Research and Innovative Ideas In Education. 2023;9(1):1524-1533.

Harvard Style

oktavia, fattya rosyana (2023) 'INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA', International Journal of Advance Research and Innovative Ideas In Education, 9(1), pp. 1524-1533.

Chicago Style

oktavia, fattya rosyana. "INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA." International Journal of Advance Research and Innovative Ideas In Education 9, no. 1 (2023): 1524-1533.

Turabian Style

oktavia, fattya rosyana. "INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA." International Journal of Advance Research and Innovative Ideas In Education 9, no. 1 (2023): 1524-1533.