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Lentera Jurnal Pengabdian Maysarakat
Published by Lentera Ilmu Madani
ISSN : -     EISSN : 2988526     DOI : -
Core Subject : Education, Social,
Education Languange, Linguistic, Communication & Media Social Sciences
It is in the national level that covers a lot of common problems or issues related to community services. The aim of this journal publication is to disseminate the conceptual thoughts or ideas and research results that have been achieved in the area of community services
Arjuna Subject : Umum - Umum
Articles 32 Documents
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THE INFLUENCE OF SOCIAL MEDIA MARKETING FACTORS ON CONSUMER PURCHASE DECISION Pratama, Ikhwan; Firdi willy; Kamila Luna Annabil; Alisa Zahra Putri
Lentera Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2026): LENTERA JURNAL PENGABDIAN MASYARAKAT
Publisher : Lentera Ilmu Madani

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Abstract

The impact of social media marketing elements on customer purchasing decisions is investigated in this study. As independent factors, the study focuses on influencer credibility, brand perception, promotion exposure, and trust. Multiple linear regression was used to evaluate the quantitative data that was gathered from 218 respondents via online surveys. The results demonstrate that while influencer credibility has no discernible impact on customer purchasing behavior, promotion exposure, trust, and brand perception have a substantial beneficial impact on purchase decisions. Purchase decisions are most strongly influenced by promotion exposure out of all the variables. According to the study’s findings, constant promotion, customer trust, and favorable brand perception should be given top priority in social media marketing tactics in order to promote consumer behavior.
The Impact of Instagram Social Media Marketing Activities on Customer Engagement for a Product Dea Eka Andriani; Devina Apriliyanti; Jeremia Joel Sutjianto; Meili
Lentera Jurnal Pengabdian Masyarakat Vol. 4 No. 1 (2026): LENTERA JURNAL PENGABDIAN MASYARAKAT
Publisher : Lentera Ilmu Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine the impact of Instagram Social Media Marketing Activities (SMMA) and Visual Communication on Customer Engagement and Purchase Intention among Instagram users. The research is based on Engagement Theory and the Stimulus–Organism–Response (S-O-R) framework, where Visual Communication and SMMA act as stimuli, Customer Engagement acts as the organism, and Purchase Intention acts as the response. A quantitative research design with a causal approach was applied in this study. Data were collected through an online questionnaire distributed to active Instagram users who follow brand accounts and interact with brand-related content. A total of 50 valid responses were analyzed using IBM SPSS Statistics. The analysis methods included descriptive statistics, validity and reliability tests, classical assumption tests, multiple regression analysis, and mediation analysis. The findings reveal that Visual Communication and Customer Engagement significantly influence Purchase Intention, while Social Media Marketing Activities (SMMA) do not significantly affect either Customer Engagement or Purchase Intention. In addition, Customer Engagement does not mediate the relationship between Visual Communication, SMMA, and Purchase Intention. The study concludes that visual appeal and emotional connection are more influential in driving purchase intention compared to the intensity of social media marketing activities. These findings provide practical implications for businesses to focus more on high-quality visual content and meaningful customer relationships in digital marketing strategies.

Page 4 of 4 | Total Record : 32

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