Research Article
The Mediating Role Of Social Media Engagement And Brand Love In The Influence Of Social Media Marketing Activites On Purchasing Decisions
@INPROCEEDINGS{10.4108/eai.14-8-2024.2351543, author={Anes Sintya Rahmaniyati and Durrotun Nafiah and Mohamad Rifqy Roosdhani}, title={The Mediating Role Of Social Media Engagement And Brand Love In The Influence Of Social Media Marketing Activites On Purchasing Decisions}, proceedings={Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2024}, month={11}, keywords={social media marketing activity social media engagement brand love}, doi={10.4108/eai.14-8-2024.2351543} }- Anes Sintya Rahmaniyati
Durrotun Nafiah
Mohamad Rifqy Roosdhani
Year: 2024
The Mediating Role Of Social Media Engagement And Brand Love In The Influence Of Social Media Marketing Activites On Purchasing Decisions
ICBAE
EAI
DOI: 10.4108/eai.14-8-2024.2351543
Abstract
This study examines how social media marketing activities influence customer engagement, brand love, and purchase descisions at Kedai My Fodee. The study using a quantitative approach and survey technique, data was collected from 246 respondents who have made purchases at my fodee shop at least once. The result of data analysis using the SEM method with SmartPLS findings reveal a positive and significant impact of social media marketing on engagement and brand love, but not directly on purchase decisions. However, both engagement and brand love significantly influence purchase behavior. This suggests social media marketing plays an indirect yet crucial role in driving purchase decisions through increased engagement and fostering brand love.
