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All Journal Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Jurnal Manajemen Inovasi Jurnal Manajemen dan Pemasaran Jasa
M Ridha Siregar
Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Syiah Kuala
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Jurnal Manajemen Inovasi

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PENGARUH SOSIAL NETWORK MARKETING TERHADAP CUSTOMER PURCHASE INTENTION YANG DIMEDIASI OLEH CUSTOMER ENGAGEMENT PADA BRAND DIAN PELANGI DI BANDA ACEH Hajrina Ulfah; Muhammad Ridha Siregar
Jurnal Manajemen Inovasi Vol 10, No 2 (2019): JURNAL MANAJEMEN INOVASI Oktober 2019
Publisher : Departemen Manajemen, Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (231.327 KB) | DOI: 10.24815/jmi.v10i2.16003

Abstract

Abstract This research wad conducted to measure the influence of Social Network Marketing on Customer Purchase Intention with Customer Engagement as a mediation variable at Brand Dian Pelangi in Banda Aceh. The sample used in this study is the citizen of Banda Aceh who use social network application with the total of 110 respondents. The data collecting tool used in this research is questionnaire. Purposive sampling method is used for the sampling technique of this research. Hierarchical Linear Modeling (HLM) is used as an analytical method to determine the effect of all the variables involved.Based on the result of  the HLM analysis, it indicates that Social Network Marketing has positive effect on Customer Purchase Intention, Social Network Marketing has positive influence on Customer Engagement, Customer Engagement has positive effect on Customer Purchase Intention, and, Customer Engagement mediates Social Network Marketing relationship to Customer Purchase Intention KeywordsSocial Network Marketing, Customer Purchase Intention, Customer Engagement, Hierarchical Linear Modelling
Co-Authors Abdul Muzammil Hajrina Ulfah Muhammad Raiyan Mukhlis Yunus Nabila Masarrah Harsha Teuku Meldi Kesuma