PENGARUH EVENT MARKETING TERHADAP PURCHASE INTENTION DENGAN SOCIAL MEDIA ENGAGEMENT SEBAGAI VARIABEL MEDIASI PADA CLASH OF CHAMPIONS RUANGGURU
DOI:
https://doi.org/10.9744/pemasaran.19.2.105-121Keywords:
event marketing, purchase intention, social media engagementAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Event Marketing terhadap Purchase Intention dengan Social Media Engagement sebagai variabel mediasi pada Clash of Champions Ruangguru. Data berasal dari sampel 233 penonton Clash of Champions Ruangguru yang peneliti survei menggunakan kuesioner secara langsung di lokasi penelitian dan secara online melalui media sosial. Untuk menguji hipotesis penelitian, peneliti menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa Event Marketing berpengaruh signifikan terhadap Purchase Intention penonton Clash of Champions Ruangguru. Lebih jauh, Social Media Engagement memediasi hubungan antara Event Marketing terhadap Purchase Intention penonton Clash of Champions Ruangguru.
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