This study is motivated by the rapid growth of start-up industries in Indonesia, especially in the field of educational technology which primarily targets students as its market segment. The poster highlights CV. Event Hunter Indonesia, an education event organizer that focuses on engaging students through social media marketing to promote its services. Despite operating since 2016 and having great potential, the company has faced challenges in maintaining participant numbers — especially during the Covid-19 pandemic which caused a decline in customer buying decisions and event participation rates.

Research Purpose:
The main objective of this study is to examine how social media marketing influences customer engagement, and how this engagement impacts customers’ purchase intentions at CV. Event Hunter Indonesia.

the study supports SDG 4: Quality Education, because CV. Event Hunter Indonesia operates as an educational event organizer targeting students and young learners. By examining ways to improve marketing and customer engagement, this research helps education providers design better outreach strategies that encourage students to participate in learning events and activities, ultimately supporting access to lifelong learning opportunities.

Secondly, this research aligns with SDG 9: Industry, Innovation and Infrastructure, since it analyzes how digital tools and social media platforms can be leveraged as innovative marketing channels for businesses in the education sector. By exploring how social media features like entertainment, interaction, customization, and trendiness affect customer engagement and purchase intention, the study contributes to building resilient, innovative, and modern marketing infrastructure for educational service providers.

Finally, the research is connected to SDG 8: Decent Work and Economic Growth, because CV. Event Hunter Indonesia represents part of the creative and knowledge-based economy. By helping the company better understand how to attract and retain customers through digital engagement, this research supports the development of sustainable business models that can create decent work opportunities, generate income, and contribute to local economic growth.