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Title: :  INFLUENCE OF SOCIAL MEDIA MARKETING: CUSTOMER ENGAGEMENT, BRAND IMAGE AND PURCHASE INTENTION ON E-COMMERCE IN INDONESIA
PaperId: :  19246
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 9 Issue 1 2023
DUI:    16.0415/IJARIIE-19246
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
fattya rosyana oktaviaNajing University of Information Science and Technology

Abstract

Business, Marketing, E-commerce
social media marketing, consumer engagement, brand image, purchase intention, PLS - SEM
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.

Citations

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IJARIIE 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 Volume 9 Issue 1 2023 Page 1524-1533
MLA 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 9.1(2023) : 1524-1533.
APA fattya rosyana oktavia. (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.
Chicago 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 9, no. 1 (2023) : 1524-1533.
Oxford 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, 2023, p. 1524-1533. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/INFLUENCE_OF_SOCIAL_MEDIA_MARKETING__CUSTOMER_ENGAGEMENT__BRAND_IMAGE_AND_PURCHASE_INTENTION_ON_E_COMMERCE_IN_INDONESIA_ijariie19246.pdf (Accessed : 02 December 2024).
Harvard fattya rosyana oktavia. (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. 1524-1533IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/INFLUENCE_OF_SOCIAL_MEDIA_MARKETING__CUSTOMER_ENGAGEMENT__BRAND_IMAGE_AND_PURCHASE_INTENTION_ON_E_COMMERCE_IN_INDONESIA_ijariie19246.pdf (Accessed : 02 December 2024)
IEEE 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, Jan-Feb 2023. [Online]. Available: https://ijariie.com/AdminUploadPdf/INFLUENCE_OF_SOCIAL_MEDIA_MARKETING__CUSTOMER_ENGAGEMENT__BRAND_IMAGE_AND_PURCHASE_INTENTION_ON_E_COMMERCE_IN_INDONESIA_ijariie19246.pdf [Accessed : 02 December 2024].
Turabian 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 [Online]. volume 9 number 1 (02 December 2024).
Vancouver 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 [Internet]. 2023 [Cited : 02 December 2024]; 9(1) : 1524-1533. Available from: https://ijariie.com/AdminUploadPdf/INFLUENCE_OF_SOCIAL_MEDIA_MARKETING__CUSTOMER_ENGAGEMENT__BRAND_IMAGE_AND_PURCHASE_INTENTION_ON_E_COMMERCE_IN_INDONESIA_ijariie19246.pdf
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