Journal of Information Systems and Informatics
Vol 4 No 1 (2022): Journal of Information Systems and Informatics

Customer Engagement Analysis as Mediating the Influence on Social Media Marketing of Purchase Intentions on Skincare Avoskin

Chreisna Wicaksono Perkasa (Universitas Widyatama Bandung)
Adam Faritzal (Universitas Widyatama Bandung)

Article Info

Publish Date
15 Mar 2022

Abstract

This research aims to analyze customer engagement in mediating the influence of social media marketing on purchase intentions. The approach used in this study is quantitative; the population of this study is all users of Avoskin skincare products in Bandung. Data is analyzed by testing the validity, reliability, and inner model using smartPLS. The results showed a direct influence of social media marketing activities on purchase intentions in Avoskin skincare users in Bandung, and customer engagement can mediate the influence of social media marketing activities on purchase intentions.

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Journal Info
Journal of Information Systems and Informatics
Website

Abbrev

isi

Publisher

Asosiasi Doktor Sistem Informasi Indonesia

Subject

Computer Science & IT

Description

Journal-ISI is a scientific article journal that is the result of ideas, great and original thoughts about the latest research and technological developments covering the fields of information systems, information technology, informatics engineering, and computer science, and industrial engineering ...