{"id":2205,"date":"2026-05-21T07:40:10","date_gmt":"2026-05-21T07:40:10","guid":{"rendered":"https:\/\/online.binus.ac.id\/business-management\/?p=2205"},"modified":"2026-05-21T07:40:10","modified_gmt":"2026-05-21T07:40:10","slug":"faktor-faktor-yang-memengaruhi-perilaku-pembelian-daily-wear-pada-aplikasi-belanja-online","status":"publish","type":"post","link":"https:\/\/online.binus.ac.id\/business-management\/2026\/05\/21\/faktor-faktor-yang-memengaruhi-perilaku-pembelian-daily-wear-pada-aplikasi-belanja-online\/","title":{"rendered":"Faktor Faktor yang Memengaruhi Perilaku Pembelian Daily Wear pada Aplikasi Belanja Online"},"content":{"rendered":"

\"\"<\/p>\n

Research Title:<\/strong>
The Role of Social Media Marketing in Enhancing Customer Engagement and Its Impact on Purchase Intention at CV. Event Hunter Indonesia<\/em><\/p>\n

Background:<\/strong>
The poster highlights the rapid growth of start-ups in Indonesia, particularly in education and event-based learning. CV. Event Hunter Indonesia, operating since 2016, leverages social media marketing to reach and engage participants. The Covid-19 pandemic impacted purchase decisions and participation rates, motivating this study to explore how social media marketing can strengthen customer engagement and increase purchase intention.<\/p>\n

Research Objectives:<\/strong><\/p>\n

    \n
  1. Analyze the effect of Entertainment<\/em> on Customer Engagement.<\/li>\n
  2. Analyze the effect of Interaction<\/em> on Customer Engagement.<\/li>\n
  3. Analyze the effect of Customization<\/em> on Customer Engagement.<\/li>\n
  4. Analyze the effect of Trendiness<\/em> on Customer Engagement.<\/li>\n
  5. Analyze the effect of Customer Engagement on Purchase Intention.<\/li>\n<\/ol>\n

    Methodology:<\/strong>
    This quantitative study uses PLS-SEM to analyze survey data from participants who have interacted with CV. Event Hunter Indonesia via social media. Variables include Entertainment<\/em>, Interaction<\/em>, Customization<\/em>, Trendiness<\/em>, Customer Engagement, and Purchase Intention. Analyses cover validity and reliability, collinearity (VIF), hypothesis testing, R\u00b2 and F\u00b2, as well as PLS Predict.<\/p>\n

    Research Model & Hypotheses:<\/strong>
    Hypotheses H1\u2013H5 assess the impact of social media marketing dimensions on Customer Engagement and the subsequent effect on Purchase Intention.<\/p>\n

    Findings:<\/strong><\/p>\n

      \n
    • Social media marketing (Entertainment<\/em>, Interaction<\/em>, Customization<\/em>, Trendiness<\/em>) positively and significantly affects Customer Engagement.<\/li>\n
    • Customer Engagement positively and significantly affects Purchase Intention.<\/li>\n
    • Outer model, AVE, reliability, collinearity (VIF), R\u00b2, F\u00b2, and PLS Predict results are presented through diagrams and tables.<\/li>\n<\/ul>\n

      Contribution:<\/strong><\/p>\n

        \n
      • Provides insights for educational event organizers to maximize social media marketing to increase participant engagement.<\/li>\n
      • Supports Sustainable Development Goals<\/em> (SDG):\n
          \n
        • SDG 4:<\/strong> Quality Education \u2013 encourages participation in learning events.<\/li>\n
        • SDG 8:<\/strong> Decent Work and Economic Growth \u2013 promotes creative business models and local economic growth.<\/li>\n
        • SDG 9:<\/strong> Industry, Innovation, and Infrastructure \u2013 leverages digital innovation in marketing strategies.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n

          Poster Visualization:<\/strong>
          The poster uses a multi-panel layout in purple-lavender with yellow accents, showing research models, tables, hypotheses, methodology, and SDG icons. The bottom panel highlights the research team with their photos and credentials.<\/p>\n","protected":false},"excerpt":{"rendered":"

          Research Title:The Role of Social Media Marketing in Enhancing Customer Engagement and Its Impact on Purchase Intention at CV. Event Hunter Indonesia Background:The poster highlights the rapid growth of start-ups in Indonesia, particularly in education and event-based learning. CV. Event Hunter Indonesia, operating since 2016, leverages social media marketing to reach and engage participants. The […]<\/p>\n","protected":false},"author":704,"featured_media":2202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-2205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-academic-product-poster"],"_links":{"self":[{"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/posts\/2205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/users\/704"}],"replies":[{"embeddable":true,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/comments?post=2205"}],"version-history":[{"count":1,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/posts\/2205\/revisions"}],"predecessor-version":[{"id":2206,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/posts\/2205\/revisions\/2206"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/media\/2202"}],"wp:attachment":[{"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/media?parent=2205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/categories?post=2205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/online.binus.ac.id\/business-management\/wp-json\/wp\/v2\/tags?post=2205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}