The Influence of Social Media Marketing and Marketplace Marketing on Buying Interest with Customer Engagement as Mediating Variable
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Abstract
This study examines the effects of social media marketing and marketplace marketing on purchase intention and customer engagement. A quantitative approach was employed, involving 100 active social media and marketplace users aged 19–35 years. Data were collected through questionnaires and analyzed using SmartPLS 4. The results indicate that social media marketing has positive and statistically significant effects on customer engagement (β = 0.339, p < 0.001) and purchase intention (β = 0.273, p = 0.012). Marketplace marketing also has positive and statistically significant effects on customer engagement (β = 0.295, p = 0.009) and purchase intention (β = 0.289, p = 0.005). In contrast, purchase intention has a negative and statistically significant effect on customer engagement (β = −0.224, p = 0.035). The indirect effects of social media marketing and marketplace marketing on customer engagement through purchase intention are not statistically significant (p = 0.122 and p = 0.138, respectively). These findings highlight the importance of social media and marketplace marketing in shaping consumer purchase intention and engagement, while indicating that the proposed mediating role of purchase intention is not supported by the results.
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