The Effect Of Social Media Marketing And Consumer Engagement As Mediating Variable Towards Consumer Purchase Intentions At Kopi Praja Bintaro (Case Study Of Social Media Instagram @kopipraja)

Abstract

The number of social media users continues to increase. In April 2019, the number of social media users reached 3.5 billion in the world, including Instagram users with a total of 802 million active users. With that many numbers Instagram is used by businesses including coffee businesses. The number of coffee admirer keep increasing, with coffee being demand by the community. Hence, many coffee shops are competing to attract Consumers. This research is expected to examine the effect of social media marketing and consumer engagement on Consumer purchase intentions at kopi praja bintaro. Analysis use in this research are Descriptive analysis and Structural Equation Model (SEM). Data collecting are questionnaires which will scatter to 400 respondents via google form. The sampling technique are non-probability sampling with purposive sampling. The results shows descriptive analysis that all of the variables are in GOOD categories. and the hypothesis shows all of the variables are accepted which is H1 is accepted and H0 is rejected. This research is expected to provide benefits and insights to future researchers and Kopi Praja. The Researcher suggest that Kopi praja to create more interesting and creative content that can interact directly with their consumers such as Quiz content. Keyword-social media marketing, consumer engagement, consumer purchase intention, Kopi Praja