Pengaruh SNS Content Quality Terhadap Purchase Intention Produk Monsieur Spoon Melalui Customer Engagement Sebagai Variabel Intervening

Kimberly Winata(1*),


(1) 
(*) Corresponding Author

Abstract


This study raises the object of research Monsieur Spoon to determine the effect of sns content quality on purchase intention through customer engagement as an intervening variabel, which will provide insights and recommendations for Monsieur Spoon and other parties in need. To examine this, the distributed questionnaires using intercept and direct messaging techniques and successfully obtained data from 126 respondents who met the research criteria. The results prove that sns content quality has a positive effect on customer engagement and purchase intention, and customer engagement has a positive effect on purchase intention.

Keywords


sns content quality, customer engagement, purchase intention

References


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