PERAN ENGAGEMENT DALAM MEMEDIASI PENGARUH CONTENT MARKETING DAN PERCEIVED EXPERTISE TERHADAP PURCHASE INTENTION PADA MEDIA SOSIAL PERUSAHAAN BOILER
Abstract
Penelitian ini bertujuan untuk menguji pengaruh content marketing dan perceived expertise terhadap purchase intention pada media sosial perusahaan industrial boiler, serta menjelaskan peran mediasi engagement dalam hubungan tersebut. Pendekatan kuantitatif digunakan untuk mengumpulkan data melalui penyebaran kuesioner kepada responden yang dipilih menggunakan teknik purposive sampling, yaitu individu yang bekerja pada perusahaan manufaktur dan pernah melihat konten media sosial perusahaan boiler dalam enam bulan terakhir. Data kemudian dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS 3. Hasil analisis menunjukkan bahwa content marketing dan perceived expertise berpengaruh positif dan signifikan terhadap engagement. Selain itu, engagement terbukti berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini juga menemukan bahwa engagement mampu memediasi pengaruh content marketing dan perceived expertise terhadap purchase intention. Penelitian ini menawarkan kebaruan dengan menguji peran engagement sebagai variabel mediasi dalam hubungan antara content marketing dan perceived expertise terhadap purchase intention pada konteks pemasaran digital perusahaan industrial boiler (B2B) yang masih relatif terbatas dalam literatur pemasaran digital. Temuan penelitian ini memberikan implikasi praktis bagi PT Taruna Eka Setia dalam mengoptimalkan strategi content marketing di media sosial, memperkuat perceived expertise, serta meningkatkan engagement audiens guna mendorong purchase intention terhadap produk dan layanan perusahaan.
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Sawlani, D. K. (2021). Digital marketing: Brand images. Scopindo Media Pustaka.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Pearson Prentice Hall.
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Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.
Chantika, A., Suhud, U., & Berutu, M. B. (2026). Peran Influencer Gaming Dalam Meningkatkan Customer Engagement dan Purchase Intention pada Pemain Mobile Legends. Ekopedia: Jurnal Ilmiah Ekonomi, 2(1), 752-764.
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., Leung, W. K. S., & Ting, H. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Chusnaini, A. C., & Rasyid, R. A. (2022). Social media marketing: Social media content, brand image, brand awareness, and purchase intention. Accounting and Management Journal, 6(2), 46-53.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
Diany, A. A., & Yuliyanti, R. (2025). Sosial Media Influencer: Trust, Engagement, dan Credibility Terhadap Keputusan Pembelian Produk Kosmetik Merek Lokal Pada Generasi Milenial di Banjarmasin. eCo-Fin, 7(3), 1871-1882.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319.
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Fahimah, M. A., & Ningsih, L. A. (2022). Strategi content marketing dalam membangun customer engagement. Benchmark, 3(1), 43-52.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hartanto, P. (2025). Model Of Increasing Purchase Intention Through Influencer Engagement On Social Media. Jurnal Manajerial, 12(02), 332-356.
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
Hu, M., Zhang, M., & Wang, Y. (2016). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. (Menggunakan kerangka S-O-R pada lingkungan digital dan perilaku pengguna).
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41.
Irianto, D. R. (2021). Pengaruh content marketing dan brand image terhadap minat beli produk Mitra Bukalapak (Studi pada konsumen Mitra Bukalapak di Kota Malang) (Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim Malang).
Irmawati, E. (2025). PENGARUH INFLUENCER MARKETING DAN CONTEN MARKETING DIMEDIASI OLEH ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pembelian Produk The Originote Di Wilayah Semarang) (Doctoral dissertation, Universitas Islam Sultan Agung Semarang).
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journal of Retailing and Consumer Services, 74, 103445.
lam, M.M.D., & Noor, N.A.M. (2020). The relationship between service quality, corporate image, and customer loyalty of generation Y: An application of S-O-R paradigm in the context of superstores in Bangladesh. SAGE Open, 10(2).
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Magano, J., Silva, C. S., Figueiredo, C., Vitória, A., Nogueira, T., & Dinis, M. A. P. (2022). Attitudes toward fashion influencers as a mediator of purchase intention. Information, 13(6), 297.
Martiningsih, D. A., & Setyawan, A. A. (2022). The impact of influencers' credibility towards purchase intention. In Proceedings of the International Conference on Economics, Business and Social Sciences (ICOEBS 2022). Atlantis Press.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge, MA: MIT Press
Natasya, O. D., & Satya, M. T. (2026). The Influence of Content Marketing on Generation Z Engagement on Instagram. Jurnal Ilmiah Ekonomi dan Keuangan, 1(2), 67-73.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52.
Pandit, A., McLeay, F., Zaveri, M. M., Al Mursalin, J., & Rosenberger III, P. J. (2025). Continued engagement intention with social media influencers: the role of experience. Internet Research, 35(7), 1-29.
PT Taruna Eka Setia . (2026, Juni 28). Tentang Kami: PT Taruna Eka Setia. Retrieved from PT Taruna Eka Setia : https://tarunaekasetia.co.id/
Rini, E. S. (2022). Do social media content marketing and customer engagement influence purchase intention? Evidence from Indonesian customers. Jurnal Dimensi, 11(3), 584-597.
Salonen, A., Mero, J., Munnukka, J., Zimmer, M., & Karjaluoto, H. (2024). Digital content marketing on social media along the B2B customer journey: The effect of timely content delivery on customer engagement. Industrial Marketing Management, 118, 12-26.
Satiti, S. W. A., & Wajdi, M. F. (2023). Pengaruh review produk, konten marketing dan persepsi harga terhadap keputusan pembelian produk Hanasui Mattedorable Lip Cream pada TikTok Shop. Innovative: Journal of Social Science Research, 3(5), 7506–7521.
Sawlani, D. K. (2021). Digital marketing: Brand images. Scopindo Media Pustaka.
Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behavior (8th ed.). Pearson Prentice Hall.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.
Wardani, R., Rasidi, R., Widia, A., Aisyah, D., Nafisah, D., & Khaira, M. (2024, January). Content marketing strategies in increasing consumer interactions with social media users. In Proceeding of International Conference on Education, Society and Humanity (Vol. 2, No. 1, pp. 1209-1217).
We Are Social. (2026, Juni 28). We Are Social: Laporan Pengguna Media Social. Retrieved from we are social: https://wearesocial.com/id/blog/2025/11/digital-2026-top-digital-and-social-media-trends-in-indonesia/
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus–Organism–Response (S-O-R) model. International Journal of Retail & Distribution Management, 48(1), 53–69.
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Published
2026-08-30
How to Cite
Azarah, A., Diyah, I., & Fitro, A. (2026). PERAN ENGAGEMENT DALAM MEMEDIASI PENGARUH CONTENT MARKETING DAN PERCEIVED EXPERTISE TERHADAP PURCHASE INTENTION PADA MEDIA SOSIAL PERUSAHAAN BOILER. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 2294-2314. https://doi.org/10.31955/mea.v10i2.7738
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Articles
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