PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER MARKETING, DAN BRAND IMAGE TERHADAP CUSTOMER ENGAGEMENT DAN PURCHASE INTENTION PADA KONSUMEN SMARTPHONE

ALFIAN MAULANA, . (2026) PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER MARKETING, DAN BRAND IMAGE TERHADAP CUSTOMER ENGAGEMENT DAN PURCHASE INTENTION PADA KONSUMEN SMARTPHONE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, influencer marketing, serta brand image, terhadap customer engagement dan purchase intention pada konsumen smartphone Infinix di Indonesia. Penelitian ini memakai pendekatan kuantitatif dengan metode survei pada 240 responden, serta analisis data memakai Structural Equation Modeling (SEM). Hasil penelitian memperlihatkan bahwsannya social media marketing, influencer marketing, dan brand image berpengaruh positif dan signifikan pada customer engagement. Selain itu, social media marketing, influencer marketing, dan brand image juga berdampak positif dan signifikan pada purchase intention. Namun, customer engagement tidak berdampak signifikan pada purchase intention. Temuan ini memberi kontribusi teoretis dengan memperluas penerapan teori dari Hierarchy of Effects Model dalam konteks pemasaran digital industri smartphone, serta menunjukkan bahwa keterlibatan konsumen di media sosial tidak selalu secara langsung mendorong purchase intention. Implikasi praktis dari penelitian ini menekankan pentingnya pengelolaan media sosial yang optimal, pemilihan influencer yang kredibel, serta penguatan brand image untuk mendorong customer engagement serta menambah purchase intention konsumen di tengah persaingan industri smartphone yang semakin kompetitif. ***** This study aims to analyze the effects of social media marketing, influencer marketing, and brand image on customer engagement and purchase intention among Infinix smartphone consumers in Indonesia. This research employs a quantitative approach using a survey method involving 240 respondents, with data analysis conducted through Structural Equation Modeling (SEM). The results indicate that social media marketing, influencer marketing, and brand image have a positive and significant effect on customer engagement. In addition, social media marketing, influencer marketing, and brand image also have a positive and significant effect on purchase intention. However, customer engagement does not have a significant effect on purchase intention. These findings contribute theoretically by extending the application of the Hierarchy of Effects Model within the context of digital marketing in the smartphone industry, demonstrating that consumer engagement on social media does not always directly lead to purchase intention. The practical implications of this study emphasize the importance of effective social media management, the selection of credible influencers, and the strengthening of brand image to enhance customer engagement and increase consumers’ purchase intention amid the increasingly competitive smartphone industry.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Alfian Maulana .
Date Deposited:	18 Feb 2026 07:25
Last Modified:	18 Feb 2026 07:25
URI:	http://repository.unj.ac.id/id/eprint/65469

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