The Role of Consumer Engagement as Mediator Between Social Media Content and Purchase Intention
DOI:
https://doi.org/10.30872/miceb.v7i1.15542Keywords:
Social Media Content, Consumer Engagement, Purchase Intention, Tiktok Travel Ads, Digital MarketingAbstract
Social media is an internet-based platform or service that allows users to create, share, and exchange information, ideas, messages, images, and other forms of content directly. Social media functions not only as a means of entertainment but also as a new space for businesses to conduct sales and conduct marketing communications with the hope of influencing consumer behavior and purchasing decisions. TikTok, as a short video-based platform, provides significant opportunities for tourism promotion through creative, dynamic, and easily appealing visual content for young users. This study aims to analyze the influence of social media content on purchase intentions, with consumer engagement as a mediating variable. The method used is a quantitative approach with linear regression analysis techniques and the sobel mediation test to determine the strength of the influence between variables. The results of the study indicate that social media content influences consumer engagement and purchase intention. Consumer engagement influences purchase intention and mediates the relationship between social media content and purchase intention. These findings confirm that engaging, informative, and interactive social media content not only increases user engagement but is also effective in shaping purchase intention for tourism products promoted through digital media
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