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THE EFFECT OF SOCIAL NETWORK MARKETING ON INTENTION TO CHOOSE BY

MEDIATING CONSUMER ENGAGEMENT

Article in Archives of Business Research · November 2020

DOI: 10.14738/abr.810.9261

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Archives of Business Review – Vol. 8, No.10
Publication Date: October 25, 2020
DOI: 10.14738/abr.810.9261.
Sapurto, A. P., & Hidayat, A. (2020). The Effect Of Social Network Marketing On Intention To Choose By Mediating Consumer
Engagement. Archives of Business Research, 8(10). 150-161.

The Effect Of Social Network Marketing On Intention To Choose By

Mediating Consumer Engagement
Agus Priyatmoko Saputro
Magister Management Program, Faculty of Business and Economics,
Universitas Islam Indonesia

Anas Hidayat
Magister Management Program, Faculty of Business and Economics,
Universitas Islam Indonesia

ABSTRACT
Social media is a new phenomenon in the development of information
technology. The role of social media which previously only served as
entertainment has now turned into a marketing tool that is widely used
by both macro and micro businesses. This study aims to examine the
effect of Social Network Marketing on Intention to Choose and
Consumer Engagement, and Consumer Engagement to mediate the
relationship between Social Network Marketing and Intention to
Choose. This study used 220 student respondents using social media in
Yogyakarta. The analysis tool used is the Structural Equation Model
using the AMOS application. The results of this study indicate that
Social Network Marketing has a positive and significant effect on
Intention to Choose. Social Network Marketing has a positive and
significant effect on Consumer Engagement. Consumer Engagement has
a positive and significant effect on Intention to Choose. Consumer
Engagement mediates the relationship between Social Network
Marketing and Intention to Choose.

Keywords: Social Network Marketing, Consumer Engagement, Intention to

Choose.

INTRODUCTION
In this era of digitalization 4.0, everyone uses internet to do anything. Nowadays, there are 5.11
billion mobile phone users and in the last year there has been an increase of 100 million (2 percent)
for mobile phone usage. Internet usage is 39 billion and in January 2019 internet usage increased
by 366 million (9 percent) compared to January 2018. In 2019 there were 3.48 billion uses of social
media, thus the world's total use of social media increased by 288 million ( 9 percent) since last
year. The number of social media usage worldwide has grown to nearly 3.5 billion at the start of
2019, with 288 million new users in the last 12 months pushing the global penetration rate to 45
percent. Currently, Indonesia is ranked third after China and India for the use of social media in
Southeast Asia with 84 million users (Wearesocial, 2019).

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Archives of Business Research (ABR) Vol 8, Issue 10, October-2020

According to Phillips & Noble (2007) since the emergence of social media, it has a direct impact on
the marketing efficiency on through traditional mass media, meaning that it leads to be less
effectiveness. Furtheremore, Shafique, Anwar, & Bushra, (2010) said that recently social media has
become the main tool for interacting each other. Then, (Hussain, 2012; Husnain, at al., 2017) also
stated that social media is now used to capture the daily life activities of individual or society and
it is also used as a means of communication regarding work, interests/hobbies and interactions.
Most of the previous research focused on the impact of social media networks on education and
training (Nawaz, et, al., 2015; Arif and Kanwal, 2016; Hussain, 2012) but current research started
to focus and penetrate on the trade sector.

Using social media as a marketing communication tool is not like using the other platform in the
internet and technology, it shouldemploys communication tactics and strategies (Wigstrom and
Wigmo, 2010). The field of marketing has changed rapidly.Therefore it creates bonds between
marketers and other consumers, this evolution has generated new potentials and opportunities in
trade and commerce in such a way as to change the way consumers respond to purchases as
exposure to various brands of products and services becomes possible. accessed. (Shaw, 2012).

According to Barefoot and Szabo, (2010) social media marketing is defined as the use of social
media channels to promote a company or its products. Marketing activities take the form of online
with various types such as email, endorsements and advertising online. Consumers can be both
marketers and advertisers. In addition, consumers can also provide comments or online reviews
negative or positive of products, services and reputation that are displayed by companies through
advertisements or social media (Roberts and Kraynak, 2008).

Consumer involvement is one of the most substantial things in the world of marketing, this is also
supported by research conducted by (Dessart, Veloutsou and Thomas, 2015), especially research
on social media. Marketing communications and media advertising have undergone a major
transformation over the last decade as new technologies have made companies more convenient
to contact customers (Hongcaru and Eiamkanchanalai, 2009). In addition (Brodie, et al., 2013;
Hapsari, Cleme, & Dean, 2017; Sprott, Czellar, & Spangenberg, 2009) also states that consumer
involvement can impact trust, loyalty, trust and even consumer commitment for that companies
need to consider and really pay attention to how consumers are involved in their company,
especially consumers who are exposed to social media advertisements. Solis (2010) states that
social media has a tremendous impact on sales online.

Moreover, the bond between seller and buyer can easily be formed through consumer involvement.
As a bond, both parties i.e. value creation experiences for both can be nurtured. In addition, social
media can connect between sellers and consumers, both old and new consumers, problem solving
is also possible when the interaction has been built, the seller can easily accommodate all input
from consumers and realize any product, service as expected by consumers (Toor, et al., 2017).

Research that carries the theme of consumer interest has previously been carried out in many
developed countries (Fournier and Lee, 2009; Ngai, Taoa, and Moon, 2015; Husnain et al., 2017).
Research conducted by Raharjo, et al (2018) shows that the influence of Social Network Marketing
on Intention to Choose shows positive things, this also has an impact on the desire of consumers to
make transactions. Another research theme related to social media was also carried out by Nawaz
151
Sapurto, A. P., & Hidayat, A. (2020). The Effect Of Social Network Marketing On Intention To Choose By Mediating Consumer Engagement. Archives
of Business Research, 8(10). 150-161.

et al., (2015). The results reveal that decision making taken by consumers can be influenced by the
results of reviews or comments from previous consumers, such as information on product quality
and form of service. Then Arif and Kanwal (2016) examined the interest of students in adopting
social media. The results show that students use social media far more than public institutions, the
type of social media that is often used is Facebook. However, these studies still have shortcomings
because this study has not been able to reveal the extent to which social media can influence
purchasing behavior. In addition, previous research is rarely conducted in the education sector,
therefore this study aims to examine the influence of Social Network Marketing on Intention to
Choose mediated by Consumer Engagement.

LITERATURE REVIEW
Social Network Marketing Social
Media is defined as an internet-based service that allows users to interact and exchange
information online. Social media is classified into several forms including online, namely blogs,
wikis and tumblr, besides that in the form of social networks such as Facebook, Twitter, Instagram
(Dewing, 2012).

Social Network Marketing is defined as a consumer assessment of brand or product promotion

activities through social networks online (Weinberg, 2009 cited by Yazdanparast, et al. 2016).
Babin (2011) social media promotion is a communication function of companies that are
responsible for informing and persuading or inviting buyers. The main purpose of promotion is to
inform, influence, and persuade, as well as remind target customers about the company and its
marketing mix (Tjiptono, 2008).

Consumer Engagement Consumer

Engagement refers to the level of physical, cognitive, and emotional presence of customers in
relationships with organizational services (Patterson, et al, 2006). Meanwhile, according to Mollen
& Wilson (2010) involvement requires a consumption entity, an active relationship with a brand,
a sense of satisfaction, experience, and instrumental values of products and services. Brand
relationship is a relationship that consumers, think, feel, and have with a company's product or
brand (Fournier, 1998; Veloutsou, 2007). According to Kotler and Armstrong (2008: 16), consumer
satisfaction is the consumer's perception of the perceived performance of the product relative to
buyer expectations. If the product's performance does not meet expectations, the customer is
disappointed, and if the product's performance is in line with expectations, the customer is
satisfied.

Sedley & Perks, (2008) states that consumer involvement should be considered by marketers with
the aim of balancing with competitors and can be one of the competitive advantages. This
consumer involvement is also one of the considerations for how the business will run in the future
(Sedley and Perks, 2008).

Intention to Choose
According to Cangara (2017) interest is defined as a form of attention, desire or liking for
something desired. According to Effendy (2003) interest is a form of feedback from attention that
leads to the desire to take the action expected by consumers. Interest is also defined as a form of
psychological symptom caused by feeling happy and then showing attention to the object. From
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Archives of Business Research (ABR) Vol 8, Issue 10, October-2020

this understanding, that interest is the concentration of attention or a reaction to an object such as
a certain object or a certain situation that has been preceded by a feeling of pleasure towards the
object (Solomon, 2011).

Overall, interest is defined as a person's tendency to something that attracts attention, causing a
feeling of liking or disliking an object. One of them decided to continue his education at a higher
level at the college that he was interested in. This interest in choosing cannot be measured for its
time frame, because it could be that external stimuli or past experiences can also determine
attitudes.

HYPOTHESIS DEVELOPMENT
Relationship between Social Network Marketing and Intention to Choose
Kotler and Keller (2018) state that competitiveness in the world is currently running very tight,
especially among business places where consumers are focused both virtually and physically.
Marketers are required to develop various methods in order to maintain customer loyalty, meaning
that it is necessary to combine traditional media with social media. According to Baird & Parasnis,
(2011) marketing with social media can attract consumer attention quickly and can increase
purchase intention.

Dehghani & Tumer (2015) found that Facebook can significantly influence brand image by offering
feedback between consumers, then the personalization and interactivity of both. Research by Pjero
& Kercini (2015) and Husnain et al., (2017) examined the relationship between social media
marketing and consumer behavior. The results of his research indicate that consumer behavior is
significantly influenced by positive and negative comments from comments by other users. The
same thing is also shown from the research results of Bilal, Ahmed, & Shehzad (2014) and Husnain
et al., (2017) where other consumers have a sufficient role in influencing consumer behavior to
decide to buy or not. Social media collect information about various companies, brands, products,
and services and most social media users choose to use Facebook, Twitter, and Instagram to do
those things. This phenomenon occurs due to marketing carried out through social media. Based
on the research findings above, the hypothesis is formulated as follows:
H1: Social Network Marketing has a positive effect on Intention to Choose.

The Relationship Between Social Network Marketing and Consumer Engagement

Consumer engagement is an interesting concept in conducting research, where touchpoints to
consumers are from a particular concern when companies are promoting or marketing their
products or services (Lea, 2012). Companies are also advised to maximize the role of social media
as a marketing tool as well as to commercialize their products or brands (Forbes, 2015). This is in
line with Harris & Rae (2009) and Husnain et al., (2017) who state that social media can help
promote brands and strengthen business and become a promising promotional tool in the future.
Social media sites offer additional uses of value to companies in terms of interacting with
customers through new and innovative methods, resulting in relationships that are not parallel
communication, and if someone makes a question via social media, the company responds quickly
(Husnainet al. ., 2017). Based on this argument, the hypothesis is formulated as follows:
H2: Social Network Marketing has a positive effect on Consumer Engagement.

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Sapurto, A. P., & Hidayat, A. (2020). The Effect Of Social Network Marketing On Intention To Choose By Mediating Consumer Engagement. Archives
of Business Research, 8(10). 150-161.

Relationship between Consumer Engagement and Intention to Choose

Motivational factors are a part that affects intention and influences behavior. Furthermore,
intention can also be assumed as the ability or effort of an individual in realizing real behavior from
plans or what consumers are thinking about (Ajzen, 1991). Indicators for determining intention, in
theory, include consideration for behavior is how much the individualscan perform, and how much
effort is made by the individual to perform the behavior. Furthermore, Ajzen (1991) states that the
high level of probability is in line with the high intention that someone has. Barhemmati & Ahmad
(2015) and Husnain et al., (2017) found an emotional relationship between buyers and companies
(namely by engaging consumers) to offer a very large prospect relationship to achieve the
company's marketing goals. Consumer engagement has become a major concern for companies
online. In Toor's research, Toor, Husnain and Hussain (2017) there is a significant effect of
customer involvement on purchase intentions in the context of social network marketing in
Pakistan. They see that the interaction, communication, and knowledge sharing between
consumers about products and services has increased customer engagement which leads to
consumer purchase intentions. Conceptually, highly engaged consumers tend to persuade family
members and friends to become consumers (Husnain, et al., 2017). Based on this argument, the
hypothesis is formulated as follows:
H3: Consumer Engagement has a positive effect on Intention to Choose.

Consumer Engagement, Mediating Relationships Between Social Network Marketing and

Intention to Choose.
Purchasing decisions made by consumers are a form of the high emotional relationship between
sellers and consumers, for this reason, consumer attachment is one focus that needs attention.
Based on the process of increasing consumer engagement, the likelihood of selling also increases
because the consumers involved are not only satisfied or dedicated but are expressively bonded
emotionally to the company's brand (Sorenson, 2014). The involvement of consumers on social
media networking sites is strongly supported by emotional attachments that are directed at
increasing consumer purchasing behavior. Consumer involvement leads to increased consumer
loyalty which can promote the company's brands and products to other consumers in cyberspace
(Asperen, et al., 2017; Husnain et al., 2017) as a result of interactions between consumers, so the
following hypothesis is:
H4: Consumer Engagement mediates the relationship between Social Network Marketing
and Intention to Choose.

Consumer
H2 Engagement H3
H4

Social Network H1 Intention To

Marketing Choose

Figure 1: Research Model

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Archives of Business Research (ABR) Vol 8, Issue 10, October-2020

RESEARCH METHODOLOGY
This research is a quantitative study with the data source used is primary data. This study uses a 5
Likert scale with the provisions of the score 1 strongly disagree, then 2 disagree, 3 are neutral, then
4 agree and finally, 5 strongly agree. Furthermore, the population used in this study were all
students using social media in Yogyakarta. In this study, the researchers took a sample of 220
undergraduate students who have social media and want to continue their studies at postgraduate
level colleges. This research also uses a confirmatory analysis test and the analysis used in this
research is descriptive analysis with theanalysis method which Structural Equation Model (SEM)
can be shown as a combination of factor analysis, regression analysis, and analysis path. Then test
the suitability of the model with the following standards.

FINDING DISCUSSION
Respondents Description
The number of respondents in this study consisted of 95 male respondents and 125 female
respondents with a total of 220 respondents. While respondents according to the age of 220
respondents, the largest number were respondents with an age range between 21 to 25 years,
namely 72.2%, while those aged less than 21 were 25% and ages between 25 to 30 were 1.8% then
those over 30 were 0.05%.

This study took a sample of students in Yogyakarta, especially students at the Indonesian Islamic
University as much as 51.4%, then for the Muhammadiyah University of Yogyakarta as much as
22.7%, while the State Islamic University Sunan Kalijaga was 4.5% and the National Development
University was 21.4%. Finally, the classification of respondents according to the use of social
media, where respondents use more than five social media. The data above shows that 17.8% of
respondents use more than five social media, then 32.7% use four social media, 35% use three
social media, 5% use two social media, and 9 respondents or 9.5% only use one social media.

Model Suitability Test Analysis Goodness of Fit (GOF)

This study uses the AMOS application withanalysis tools Structural Equation Model (SEM)
including model fit test and hypothesis testing. Furthermore, this study also conducted a model
suitability test, which was seen through various criteria including the Goodness of Fit. By
evaluating whether the data used meets the assumptions in the SEM analysis. If the model has been
met, the data can be tested. Some of the important measurements in evaluating the criteria
Goodness-of-Fit along with the cut-of value are as follows:

Table 1: Goodnes of Fit Final Model

Criteria for Critical Value Model Results Conclusion
X2 -Chi-square is (< 162.016) 157.938 Good
Probability ≥ 0,05 0,077 Good
RMSEA ≤ 0,08 0,029 Good
GFI ≥ 0,90 0,931 Good
AGFI ≥ 0,90 0,902 Good
TLI ≥ 0,90 0,982 Good
CFI ≥ 0,90 0.986 Good
CMIN / DF <2 1,179 Good
Source: Data, 2020

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Sapurto, A. P., & Hidayat, A. (2020). The Effect Of Social Network Marketing On Intention To Choose By Mediating Consumer Engagement. Archives
of Business Research, 8(10). 150-161.

The table above shows that the value of Chi Square processing is 157,938 and the value probability
is greater than 0.05, namely 0.077. The probability value meets the recommended standard value
so that the model is suitable to be used as a tool to confirm the observed data. Then the RMSEA
value of 0.029 is smaller than 0.08, so it is said to be good. Furthermore, the AGFI value is 0.902
above 0.90, the TLI value is 0.982 above the recommended value, namely 0.90, finally, the CFI value
is 0.986 above the recommended value which is 0.90. Based on these results, the model can be said
to be marginally feasible.

The test results based on the research model can be described as follows:

Table 2: Hypothesis Testing

Criteria Critical Value Model Results Conclusion
expected to be small
X2- Chi-square is 157.938 Good
(< 162.016)
Probability ≥ 0.05 0.077 Good
RMSEA ≤ 0.08 0.029 Good
GFI ≥ 0.90 0.931 Good
AGFI ≥ 0.90 0.902 Good
TLI ≥ 0.90 0.982 Good
CFI ≥ 0.90 0.986 Good
CMIN / DF <2 1.179 Good

Figure 2: Test Results Based on Research Model

source: Primary data processed in 2020

Based on analysis statistics using the AMOS program version 22 obtained the results of hypothesis
testing which is a test of the causality of each research variable as presented in the following table:
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Archives of Business Research (ABR) Vol 8, Issue 10, October-2020
Table 3: Direct Influence Between Variables
Relationship Between Variables Estimate SE CR P Information
Consumer Social_Network
<--- 0.542 0.090 5,984 0.000 Received
Engagement Marketing
Cosumer
Intention <--- 0.368 0.107 3,733 0.000 Received
Engagement
Social Network
Intention <--- 0.268 0.100 2,928 0.003 Accepted
Marketing
Source: Olah data for year, 2020

Table 4: Indirect Effect (Mediation) Between Variables

Model Path Coefficient
Direct Influence SNM x CA 0.542
CA xICT 0.368
Indirect Effect of SNM xCAx ICT 0.542 x 0.368 = 0.199
Z count Sobel 3.180
P-value 0.0007
Source: Data processing, 2020

Based on the table above, it can be concluded that the results of the study obtained the standard
regression coefficient of 0.54 with a p-value of 0.000 less than 0.05. This Sig means that the effect
is positive. It can be concluded that Social Network Marketing has a positive effect on Intention to
Choose. So the first hypothesis of this study is accepted. Based on the research results, the standard
regression coefficient was 0.36 with a p-value of 0.000 less than 0.05. This Sig means that the effect
is positive. It can be concluded that Social Network Marketing has a positive effect on Consumer
Engagement. Therefore, the second hypothesis is accepted. Based on the research results, the
standard regression coefficient is 0.268 with a p-value of 0.003 less than 0.05. This Sig means that
the effect is positive. So it can be concluded that Consumer Engagement has a positive effect on
Intention to Choose. Therefore, the third hypothesis is accepted. Based on the research results, the
standard regression coefficient is 0.19 with a p-value of 0.007 less than 0.05. This Sig means that
the effect is positive. It can be concluded that Consumer Engagement able to mediate the
Relationship Between Relationship Social Network Marketing Of Intention to Choose. So the fourth
hypothesis of this study is accepted.

Based on the results of the study, several important points need to be considered where the higher
and more frequently carried out Social Network Marketing is, it will increase Intention to Choose
someone's towards the university. This is supported by research by Dehghani & Tumer (2015)
which found that Facebook can significantly influence brand image and brand equity by offering
interactivity, personalization, and feedback. This process in turn can affect consumer purchase
intentions. Research by Pjero & Kercini (2015) and Husnain et al., (2017) focuses on social media
and its influence on consumer behavior in observing information on products and services offered
in cyberspace, so that it has a positive impact on consumer purchase intentions so that consumers
can be influenced by eWOM (e-word of mouth) by other users.

This study also confirms that Social Network Marketing has an important role to play in informing
products and brands to consumers. This is supported by the research of Harris and Rae, 2009;

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Sapurto, A. P., & Hidayat, A. (2020). The Effect Of Social Network Marketing On Intention To Choose By Mediating Consumer Engagement. Archives
of Business Research, 8(10). 150-161.

Husnain et al., 2017) which states that social networking sites can be used as a form of product or
brand promotion, besides that social media marketing is also one of the promising marketing
media in the future. Social networking sites can also increase active interaction between companies
and consumers, social media facilitates questions that consumers can ask and companies can
quickly respond to these questions, in addition to improving the quality of the company, this
service also makes it easier for companies to improve service quality and improve consumer trust
(Husnain et al., 2017).

The third point of this research shows that the higher the involvement of consumers, the higher
their interest in choosing and inviting other people to determine attitudes and make purchases.
This is supported by the research of Husnain et al., (2017) where the results of their research state
that consumer involvement will form an emotional relationship between sellers and buyers,
consumer involvement is also said to be one of the things that need to be considered in promotion
online. In Toor's research, Toor, Husnain and Hussain (2017), there is a significant effect of
customer involvement on purchase intentions in the context of social network marketing in
Pakistan. They see that the interaction, communication, and knowledge sharing between
consumers about products and services has increased customer engagement which leads to
consumer purchase intentions.

Finally, this study confirms that the higher and the frequency of consumer involvement in
marketing a product in a social media network, the more a person will intend to choose that
product. Some research on this is supported by research results (Asperen, et al., 2017; Husnain et
al., 2017) which states that consumer involvement has a positive impact on consumer behavior to
make purchases, this is based on the emotional level of consumers when viewing accounts user.
Companies can maximize social media as a means of marketing, by involving consumers, one of
them.

CONCLUSION
This study aims to examine the effect of Social Network Marketing on Intention to Choose and
Consumer Engagement, and Consumer Engagement to mediate the relationship between Social
Network Marketing and Intention to Choose. Research results can be explained that first, Social
Network Marketing has a positive and significant effect on Intention to Choose. Both Social
Network Marketing have a positive and significant effect on Consumer Engagement. The three
Consumers Engagement have a positive and significant effect on Intention to Choose. Finally,
Consumer Engagement mediates the relationship between Social Network Marketing and
Intention to Choose.

LIMITATIONS AND SUGGESTIONS

There are the limitations or weaknesses of the research which are expected to provide
opportunities for improvement in future research. This study was only tested on consumers in the
province of Yogyakarta. Considering some of the limitations contained in this study, the authors
hope that this research can be further improved to provide better and more accurate results. This
research model was tested with the help of primary data collected from a small geographic area.
This limitation limits the generalizability of the study results in a wider geographic area. Therefore,
the authors recommend future research in order to conduct national research. Further
recommendations, future research can examine the impact of socio-demographic variables (such
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Archives of Business Research (ABR) Vol 8, Issue 10, October-2020

as age, gender, income, educational background, etc.) as a moderator in the relationship between
the related variables.

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