Pengaruh Sosial Media Marketing, Influencer Marketing, dan Brand Image terhadap Customer Engagement dan Purchase Intention pada Konsumen Smartphone
DOI:
https://doi.org/10.71417/j-sime.v2i3.1609Keywords:
social media marketing, influencer marketing, brand image, customer engagement, purchase intention.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, influencer marketing, dan brand image, terhadap customer engagement dan purchase intention pada konsumen smartphone Infinix di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 240 responden, serta analisis data menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa social media marketing, influencer marketing, dan brand image berpengaruh positif dan signifikan terhadap customer engagement. Selain itu, social media marketing, influencer marketing, dan brand image juga berpengaruh positif dan signifikan terhadap purchase intention. Namun, customer engagement tidak berpengaruh signifikan terhadap purchase intention. Temuan ini memberikan kontribusi teoretis dengan memperluas penerapan teori dari Hierarchy of Effects Model dalam konteks pemasaran digital industri smartphone, serta menunjukkan bahwa keterlibatan konsumen di media sosial tidak selalu secara langsung mendorong purchase intention. Implikasi praktis dari penelitian ini menekankan pentingnya pengelolaan media sosial yang optimal, pemilihan influencer yang kredibel, serta penguatan brand image untuk mendorong customer engagement dan meningkatkan purchase intention konsumen di tengah persaingan industri smartphone yang semakin kompetitif.
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