<![CDATA[One of marketing strategies on Instagram is to implement customer engagement (CE). CE is a process created by companies to retain customers by providing the best interactions and experiences to influence purchasing decisions. Mad For Makeup is a local Indonesian brand that applies customer engagement through Instagram. This study aims to examine how customer engagement can influence potential customers' purchasing decisions regarding the "Spotless Concealer" product promoted on the @Madformakeup.co account. The study uses a qualitative descriptive method with the 4C social media dimension theory (Context, Communication, Collaboration, Connection). The study found that the practice of customer engagement has yielded potential factors such as value, trust, community involvement, and word-of-mouth, which can influence Spotless purchasing decisions.]]>
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