Impact of Customer Engagement on Purchase Intention:  A Promotional Online Survey on Instagram Account of @bandengisimrb

Tharisa Putri Shafa; Endrian Kurniadi; Ulfa Yuniati

doi:10.21512/bbr.v14i3.9290

Authors

Tharisa Putri Shafa Universitas Muhammadiyah Bandung
Endrian Kurniadi Universitas Muhammadiyah Bandung
Ulfa Yuniati Universitas Muhammadiyah Bandung

DOI:

https://doi.org/10.21512/bbr.v14i3.9290

Keywords:

customer engagement, purchase intention, promotional online survey, Instagram account

Abstract

The effective utilization of Instagram as a communication and promotional tool by Bandeng Isi MRB has the potential to impact online engagement significantly. By leveraging the accessibility and popularity of Instagram, producers can foster a sense of closeness and connection with their customers, ultimately increasing their interest in purchasing Bandeng Isi MRB products. The research aimed to examine the extent to which customer engagement influenced customers’ purchase intentions in response to Bandeng Isi MRB promotions. With a quantitative approach, the research employed an associative method to investigate the relationship between customer engagement and purchase intentions. The target population consisted of 763 customers who followed the Instagram account @bandengisimrb. To achieve an adequate sample size, the research used the Slovin Formula and determined that 161 individuals were needed. Then, data collected from the respondents were meticulously analyzed using the Statistical Package for Social Sciences (SPSS) through multiple linear regression analysis, with a significance level set at 5%. The findings reveal that various factors, including connection, interaction, satisfaction, retention, commitment, advocacy, and engagement, exert individual and combined effects on customers’ purchase intentions. The results underscore the significance of cultivating a strong and engaging online presence on platforms like Instagram for businesses like Bandeng Isi MRB as it can significantly influence consumers’ willingness to make purchases.

Dimensions

Plum Analytics

Author Biographies

Tharisa Putri Shafa, Universitas Muhammadiyah Bandung

Departemen Ilmu Komunikasi, Fakultas Sosial Humaniora

Endrian Kurniadi, Universitas Muhammadiyah Bandung

Departemen Ilmu Komunikasi, Fakultas Sosial Humaniora

Ulfa Yuniati, Universitas Muhammadiyah Bandung

Departemen Ilmu Komunikasi, Fakultas Sosial Humaniora

References

Adenia, N. (2019). Pengaruh media sosial Instagram terhadap minat beli konsumen secara offlune pada Toko RR Stuff di Bengkulu (Studi kasus mahasiswa FEBI) (Diploma thesis). Institut Agama Islam Negeri (IAIN) Bengkulu.

Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., ... & Elsaied, M. A. (2023). Power of social media marketing: how perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium price, and e-WoM? Sustainability, 15(6), 1–22. https://doi.org/10.3390/su15065331

Cuong, D. T. (2020). The impact of customer satisfaction, brand image on brand love and brand loyalty. Journal of Advanced Research in Dynamical & Control Systems, 12(6), 3151–3159.

Ferdinand, A. (2006). Metode penelitian manajemen. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.

Haliyani, F. P. (2019). Pengaruh social media marketing terhadap purchase intention pada Starbucks Indonesia (Studi pada pengakses akun Instagram @starbucksindonesia). Jurnal Ilmiah Mahasiswa FEB, 7(1).

Hasaballah, A. H. A., Genc, O. F., Mohamad, O. B., & Ahmed, Z. U. (2019). Exploring the interface of relationship marketing and export performance: A conceptual perspective. Journal of Research in Marketing and Entrepreneurship, 21(2), 126–148. https://doi.org/10.1108/JRME-05-2018-0031

Hati, S. W., & Daningsih, W. A. (2022). Pengaruh social media marketing terhadap brand equity dan dampaknya pada minat beli produk merek Pobosoccer. Jurnal Ilmiah Administrasi Bisnis dan Inovasi, 6(1), 60–71.

Hur, W. M., Kim, H., & Kim, H. K. (2018). Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer-company identification and affective commitment. Corporate Social Responsibility and Environmental Management, 25(6), 1258–1269. https://doi.org/10.1002/csr.1636

Koesomowidjojo, S. R. M. (2021). Dasar-dasar komunikasi. Bhuana Ilmu Populer.

Kusuma, D. F., & Sugandi, M. S. (2018). Strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital yang dilakukan oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18–33.

Mandlik, S. (2023). A research study on customer satisfaction and loyalty in the hospitality industry, Rajkot. Journal of Management Research and Analysis, 10(3), 173–178. https://doi.org/10.18231/j.jmra.2023.030

Oswald, S. J., & Mascarenhas, A. J. (2019). The ethics of corporate trusting relations. In Corporate ethics for turbulent markets (pp. 77–111). https://doi.org/10.1108/978-1-78756-191-520191004

Miranda, A. (2020). Analisa pengaruh digital marketing terhadap brand advocacy dengan perceived service quality dan customer engagement sebagai variabel intervening pada virtual hotel operator. Jurnal Strategi Pemasaran, 7(1), 1–10.

Nguyen, C., Nguyen, N., & Duong, A. (2020). The relationships of social media marketing, consumer engagement and purchase intention. TEST: Engineering & Management, 83(May-June), 24653–24666.

Pan, C., Lei, Y., Wu, J., & Wang, Y. (2021). The influence of green packaging on consumers’ green purchase intention in the context of online-to-offline commerce. Journal of Systems and Information Technology, 23(2), 133–153. https://doi.org/10.1108/JSIT-11-2019-0242

Putri, R., & Zuhra, S. E. (2023). Pengaruh iklan terhadap loyalitas merek yang dimediasi oleh keterlibatan pelanggan dan kepercayaan merek pada pengguna Scarlett Whitening. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 8(1), 50–65.

Qorib, F., Rinata, A. R., & Fianto, L. (2021). Analisis customer engagement pada akun Instagram @Oksigen_Cafe menggunakan the circular model of some. Avant Garde: Jurnal Ilmu Komunikasi, 9(2), 183–197. http://dx.doi.org/10.36080/ag.v9i2.1464

Ram, J., & Sun, S. (2020). Business benefits of online-to-offline e-commerce: A theory driven perspective. Journal of Innovation Economics & Management, 2020(3), 135–162. https://doi.org/10.3917/jie.033.0135

Ratnasari, D. (2017). Pengaruh context, communication, collaboration dan connection terhadap minat beli pada pemasaran melalui Instagram (Studi pada Toko Furniture Minimalis) (Skripsi). UNISNU.

Saidani, B., & Arifin, S. (2012). Pengaruh kualitas produk dan kualitas layanan terhadap kepuasan konsumen dan minat beli pada Ranch Market. JRMSI-Jurnal Riset Manajemen Sains Indonesia, 3(1), 1–22.

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.

Sashi, C. M., Brynildsen, G., & Bilgihan, A. (2019). Social media, customer engagement and advocacy: An empirical investigation using Twitter data for quick service restaurants. International Journal of Contemporary Hospitality Management, 31(3), 1247–1272.

Sholihah, A. (2018). Penggunaan Instagram sebagai media promosi (Studi deskriptif kualitatif pada produk teh Thailand Pikameame di Yogyakarta) (Skripsi). UIN Sunan Kalijaga.

Sugianto, K. C. (2020). Analisis pengaruh digital marketing terhadap brand advocacy dengan perceived service quality dan customer engagement sebagai variabel perantara pada virtual hotel operator: OYO Hotel. Jurnal Strategi Pemasaran, 7(1).

Sugiyono. (2017). Metode penelitian bisnis: Pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Alfabeta.

Tilaar, K., Mulyana, A., Komaladewi, R., & Saefullah, K. (2023). Purchase intention model based on storytelling, product innovation, value co-creation, and empowerment of farmers in Indonesian natural cosmetic products. Journal of Law and Sustainable Development, 11(6), 1–19. https://doi.org/10.55908/sdgs.v11i6.1087

Tjhin, V. U., & Nurul Aini, S. R. (2019). Effect of e-WOM and social media usage on purchase decision in clothing industry. In Proceedings of the 2019 5th International Conference (pp. 10–15). https://doi.org/10.1145/3332324.3332333

Tuti, M., & Sulistia, V. (2022). The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15. https://doi.org/10.18196/mb.v13i1.12518

Utami, G. R., & Saputri, M. E. (2020). Pengaruh social media marketing terhadap customer engagement dan loyalitas merek pada akun Instagram Tokopedia. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198.

Wardani, R. S. (2021). Pengaruh Electronic Customer Relationship Management (E-CRM) terhadap customer retention (Skripsi). Universitas Islam Sultan Agung Semarang.

Wilis, R., & Nurwulandari, A. (2020). The effect of e-service quality, e-trust, price and brand image towards e-satisfaction and its impact on e-loyalty of Traveloka’s customer. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 4(3), 1061–1099.

Yustiani, N. M. R. E., Suardhika, I. N., & Hendrawan, I. G. Y. (2022). Pengaruh kepercayaan, kualitas pelayanan dan kepuasan pelanggan terhadap customer retention laundry kiloan Abianbase Mengwi. Jurnal EMAS, 3(8), 116–131.