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All Journal International Journal of Public Health Science (IJPHS) Jurnal Keperawatan Indonesia Nurse Media Journal of Nursing JURNAL BISNIS STRATEGI Jurnal Pariwisata Pesona Kinerja Jurnal Kesehatan Masyarakat JURNAL ILMIAH MANAJEMEN & BISNIS Jurnal Administrasi Kesehatan Indonesia Jurnal Manajemen Kesehatan Indonesia POLYGLOT Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Pariwisata Jurnal Keperawatan Padjadjaran JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran JURNAL PENDIDIKAN TAMBUSAI JURNAL MANAJEMEN (EDISI ELEKTRONIK) JURNAL MANAJEMEN BISNIS Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Jurnal Mantik International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business Studies International Journal of Economics Development Research (IJEDR) Jurnal Untuk Masyarakat Sehat (JUKMAS) Enrichment : Journal of Management Jurnal Paedagogy Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Medical Scope Journal (MSJ) Ilomata International Journal of Social Science Jurnal Pengabdian kepada Masyarakat AICS Milestone: Journal of Strategic Management International Journal of Education, Social Studies, And Management (IJESSM) JURNAL ILMIAH GLOBAL EDUCATION International Journal of Applied Business and International Management Journal of International Conference Proceedings Proceeding National Conference Business, Management, and Accounting (NCBMA) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Ageing And Family JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Jurnal Ad'ministrare: Jurnal Pemikirian Ilmiah dan Pendidikan Administrasi Perkantoran Jurnal Manajemen Maranatha Jurnal Kesehatan Masyarakat
Antonio, Ferdi
Universitas Pelita Harapan
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Journal : Jurnal Manajemen Pemasaran

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THE EFFECT OF SOCIAL MEDIA CONTENT ON CUSTOMER ENGAGEMENT AND ITS IMPACT ON CUSTOMER INTENTION Naomi Miryam; Ferdi Antonio
Jurnal Manajemen Pemasaran Vol. 16 No. 2 (2022): Oktober 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.2.115-125

Abstract

The rising number of fitness centers compelled business professionals to implement effective marketing techniques. This study aimed to analyze and test the antecedent of content in social media marketing, namely social interaction (SI), service provider interaction (SPI), self-concept (SC), functional information (FI), and entertaining information (EI) on customer engagement, and its effect on continuous usage intention (CUI) and positive electronic word of mouth (E-WOM), moderated by health literacy. The conceptual framework was empirically tested on customers of the fitness club. A quantitative survey employing the cross-sectional data method was done. The respondents were selected based on specific criteria, and data was collected using a Likert-scaled online questionnaire. The sample consisted of 236 respondents, and data analysis was conducted using Partial Least Square-Structural Equation Modelling (PLS-SEM). The results demonstrated that engagement has an effect on continuous usage intention (CUI) and the propensity to spread positive E-WOM (PEW). In addition, Health Literacy has not demonstrated a substantial moderating influence. In exchange, health literacy is characterized as a predictor of moderation. The research outcome may have managerial consequences for the fitness facility administration discussed in this article.
Co-Authors Ade Andriani Renouw Adella, Adella Adhli, Yuma Luqman Andreas Chandra Santoso Andy Andy Annamaria Gabriela Anton Wachidin Widjaja Ariana, I Made Agus Aristo, Benny Asan, Sucipto Asep Hermawan Astika, Putri Austin, Ryan Bambang, Robertus Maria Betty Rahayu Boas Handoyo Christian, Joshua Christopher Noviandi Tupang Dicky Jhon Anderson Butarbutar Dinata, Freddy Djakasaputra, Arifin Elizabeth Haryanti Evi Untoro Fatimah Malini Lubis Febby Karissa Felicia Setiawan Fitriani, Reni Fitriansyah, Fitriansyah Ginting, Magdalena Lestari Handoyo, Boas Harjono, Eko Ivan Henry Utama Putra I Made Agus Ariana Ilfi Rahmi Putri Innocentius Bernarto, Innocentius Jason Bustam Jason Jason Jordan Jeremy Josephine, Vania Joshua Christian Juliana Juliana Juliana Juliana, Juliana Karissa, Febby Kornelius, Stefani Mutiara Kresna Audito Larasati, Andini Lee, Jemimah Kezia Lia Kurnia Hartanti Marine Novita Meidy C. Elim Moksidy, Jevany Claudia Muhamad Rusadi Letasado Naomi Miryam Norasiya, Milka Anisya Pebriana, Regina Pramezwary, Amelda Pramintasari, Erina Pramono, Rudy Putri Astika Putri Utami Vallen Renaldo, Doddy Reno Prananditya Ashaf Ricca Ricca Ricca, Rica Ricca, Ricca Rio Alexandro Rocky Nagoya Roy G.A. Massie Roy Setiawan Sabrina O Sihombing Saksono, Lalang Santosa, Sonny Saputra, Muh Fauzan Satoto, Hari Hendriarti Selvi Esther Suwu, Selvi Esther Sembel, Jacquelinda Sandra Sidik, Nuraini Situmorang, Jimmy Muller Hasoloan sri sudiarti Sucipto Asan Sukirman Sukirman Sutanto, Eldaa Prisca Refianti Syamsul Ph.D M.A. Hadi Tan, Pauline H. Pattyranie Tansya Sushan Purnaningrum Theresia, Sherly Tiara, Karina Tjiptabudi, Vitta Widiastuti, Annisa Zakia Wijaya, Reisa Melisa Wiyono, Stevie Pramudita Wuisan, Dewi Yusak Yusak