Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account
. Susiyanto *
Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia.
Ilzar Daud
Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia.
Erna Listiana
Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia.
Rizky Fauzan
Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia.
. Hasanudin
Department of Management, Faculty of Economics and Business, Universitas Tanjungpura, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This research will look at the extent of the influence of Social Media Marketing Activities carried out by Avoskin Beauty to market their products so that potential; consumers are interested in buying products offered by Avoskin Beauty which are mediated by Customer Engagement.
Study Design: A quantitative approach used a questionnaire comprising 205 respondents through purposive sampling.
Place and Duration of Study: This study was taken place at Pontianak, West Kalimantan with Social Media TikTok as a background study and was conducted between July 2022 and December 2022.
Methodology: We included 205 respondents (166 female, 39 male; age range 17-30 years) who know Avoskin products through TikTok social media and follow the TikTok account @avoskinbeauty. Sampling locations were carried out by distributing questionnaires online in various cities in Indonesia.
Results: These results indicate that the t-count values for the Social Interaction, Sharing of Information, Surveillance, and Attraction variables on Customer Engagement and the effect of Customer Engagement on Purchase Intention are more significant than the t-table value of 1.96. Likewise, the p-value obtained shows a value smaller than 0.05 (α = 0.05). Based on these results, it can be stated that the variables Social Interaction, Sharing of Information, Surveillance, and Attraction have a significant influence on Customer Engagement, and Customer Engagement has a significant influence on Purchase Intention.
Conclusion: This study illustrates that marketing through social media, primarily through the TikTok platform, can be a favorable consideration for business people who want to market their products to attract broad market attention. The Social Media Marketing Activities studied have a substantial effect on giving the interest to have the intention to buy the products offered. It can be a consideration for prospective business people and interested stakeholders to create a sustainable business with relevant opportunities in the present.
Keywords: SMMAs, surveillance, sharing of information, social interaction, attraction, purchase intention, customer engagement