THE EFFECT OF SOCIAL NETWORK MARKETING ON INTENTION TO CHOOSE BY MEDIATING CONSUMER ENGAGEMENT

Abstract

Social media is a new phenomenon in the development of information technology. The role of social media which previously only served as entertainment has now turned into a marketing tool that is widely used by both macro and micro businesses. This study aims to examine the effect of Social Network Marketing on Intention to Choose and Consumer Engagement, and Consumer Engagement to mediate the relationship between Social Network Marketing and Intention to Choose. This study used 220 student respondents using social media in Yogyakarta. The analysis tool used is the Structural Equation Model using the AMOS application. The results of this study indicate that Social Network Marketing has a positive and significant effect on Intention to Choose. Social Network Marketing has a positive and significant effect on Consumer Engagement. Consumer Engagement has a positive and significant effect on Intention to Choose. Consumer Engagement mediates the relationship between Social Network Marketing and Intention to Choose.