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CUSTOMER ENGAGEMENT AS THE KEY DRIVER OF PURCHASE INTENTION IN SOCIAL MEDIA MARKETING

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 10 No. 3 (2026) · hlm. 1257–1273

DOI
10.22437/jiituj.v10i3.55366
ISSN
2580-2259, 2580-2240
Terbit
2026-06-29
Penerbit
LPPM Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study examines the influence of Social Media Marketing Activities (SMMA) dimensions on Purchase Intention through Brand Equity and Customer Engagement among premium smartphone consumers. Therefore, this research aims to analyze the effects of Entertainment, Interaction, Trendiness, Electronic Word-of-Mouth (E-WOM), and Advertising on Brand Equity and Customer Engagement, as well as their implications for Purchase Intention. This study employed a quantitative cross-sectional design using purposive sampling. Data were collected from 175 iPhone users in the Greater Jakarta area through structured online questionnaires measured using a five-point Likert scale. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Interaction and E-WOM significantly influence both Brand Equity and Customer Engagement, while Entertainment, Trendiness, and Advertising show limited influence on Brand Equity. Furthermore, Customer Engagement demonstrates the strongest direct effect on Purchase Intention, exceeding the influence of Brand Equity. The mediation analysis also confirms that Customer Engagement acts as the dominant mediating variable in the relationship between SMMA and Purchase Intention.The novelty of this study lies in the introduction of the concept of Interactive Community-Based Brand Valuation, which emphasizes that brand value in digital environments is increasingly shaped through consumer interaction and engagement rather than conventional promotional activities. The findings imply that companies should shift their digital marketing strategies from content-oriented promotion toward engagement-driven communication and community interaction to enhance consumer purchase intention in highly competitive digital markets.

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  • IPB University
  • Universitas Halu Oleo
  • University of Palermo
  • Binus University
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Rekan penulisOrganisasiArtikel bersama
Yani NurhadryaniIPB University2
Imas Sukaesih SitanggangIPB University2
Kahfi Heryandi SuradiradjaIPB University2
Luki AbdullahIPB University2
Ujang SumarwanIPB University2
Agus BuonoIPB University1
Mustakim MustakimUniversitas Halu Oleo1
Kudang Boro SeminarIPB University1
Melva Linda AritonangIPB University1
Nugraha Edhi SuyatmaIPB University1
I Nyoman Rai Widartha KesumaIPB University1
Addini YusmarIPB University1
Sarah Bunga Dili Oktavia GultomIPB University1
Joko PurwonoIPB University1
Indriana LaksmiIPB University1
Indra JayaIPB University1
Nur Arifin AkbarUniversity of Palermo1
Yandra ArkemanIPB University1
Irwansyah SaputraIPB University1
Indrajani SutedjaBinus University1
Sri NurdiatiIPB University1
Karlisa PriandanaIPB University1
Mukhlis MukhlisIPB University1
Indra JayaIPB University1
Linda FitrianiIPB University1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">CUSTOMER ENGAGEMENT AS THE KEY DRIVER OF PURCHASE INTENTION IN SOCIAL MEDIA MARKETING</dc:title>
	<dc:creator xml:lang="en">Imaduddin, Iqbal</dc:creator>
	<dc:creator xml:lang="en">Hermadi, Irman</dc:creator>
	<dc:creator xml:lang="en">Munandar, Jono M</dc:creator>
	<dc:subject xml:lang="en">Brand Equity</dc:subject>
	<dc:subject xml:lang="en">Customer Engagement</dc:subject>
	<dc:subject xml:lang="en">PLS-SEM</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:subject xml:lang="en">Social Media Marketing Activity</dc:subject>
	<dc:description xml:lang="en">This study examines the influence of Social Media Marketing Activities (SMMA) dimensions on Purchase Intention through Brand Equity and Customer Engagement among premium smartphone consumers. Therefore, this research aims to analyze the effects of Entertainment, Interaction, Trendiness, Electronic Word-of-Mouth (E-WOM), and Advertising on Brand Equity and Customer Engagement, as well as their implications for Purchase Intention. This study employed a quantitative cross-sectional design using purposive sampling. Data were collected from 175 iPhone users in the Greater Jakarta area through structured online questionnaires measured using a five-point Likert scale. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Interaction and E-WOM significantly influence both Brand Equity and Customer Engagement, while Entertainment, Trendiness, and Advertising show limited influence on Brand Equity. Furthermore, Customer Engagement demonstrates the strongest direct effect on Purchase Intention, exceeding the influence of Brand Equity. The mediation analysis also confirms that Customer Engagement acts as the dominant mediating variable in the relationship between SMMA and Purchase Intention.The novelty of this study lies in the introduction of the concept of Interactive Community-Based Brand Valuation, which emphasizes that brand value in digital environments is increasingly shaped through consumer interaction and engagement rather than conventional promotional activities. The findings imply that companies should shift their digital marketing strategies from content-oriented promotion toward engagement-driven communication and community interaction to enhance consumer purchase intention in highly competitive digital markets.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-06-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/55366</dc:identifier>
	<dc:identifier>10.22437/jiituj.v10i3.55366</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 10 No. 3 (2026): Volume 10, Nomor 3, June 2026; 1257-1273</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/55366/24630</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Iqbal Imaduddin, Irman Hermadi, Jono M Munandar</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>