ANALYSIS OF CUSTOMER ENGAGEMENT TO THE CUSTOMER PURCHASE INTENTION IN HIKING BUSINESS SOCIAL MEDIA-BASED

• Main Author: Fadhlurahman Lazuardi, Adit
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67067
• Institution: Institut Teknologi Bandung

Since the Hikery’s main website has not been established yet, the customers who want to use their services or product can directly send a message to Hikery’s Instagram. However, regarding the marketing that has been conducted. Hikery have not get the customer engagement that comes from their social media. It can be seen from the slow growth of followers on Hikery’s Instagram and there is no booking or transaction that comes through Instagram message. It shows that the Hikery’s social media utilization has not maximum and there must be something to be fixed.The aim of the current study is to comprehend how customer social media engagement affects consumer purchase intentions in Indonesia's hiking industry. The 3 main motivations of surveillance, information sharing, and attraction are looked at as antecedents to customer engagement on social media. A convenience sample of 202 respondents received the questionnaires through a self-administered survey. The researcher uses non-probability convenience sampling, with the characteristic of respondents is who have interest in hiking industry. The data was analyzed using partial least square structural equation modeling, and four hypotheses were examined. According to the research, sharing of information, surveillance, and attraction have all had a big impact on how customers use social media. Customer involvement and purchasing intentions are positively connected. According to the results, customer engagement strategies should place a greater emphasis on establishing a reputation for providing high-quality information, appealing content Keywords: Surveillance, Sharing of Information, Attraction, Customer Engagement, Purchase Intention