Pengaruh Social Media Marketing dan Consumer Experience terhadap Purchase Intention Dengan Mediasi Consumer Engagement Dalam Menggunakan Delivery App Grab Food dan Go Food di Kecamatan Medan Maimun

Abstract

The objective of the research is to delve inlo the effects of Marketing Social Media and consumer experience on Purchase Intention mediated by Consumer Engagement in the useof Grab Food and Go Food Delivery App in Medan Maimun Sub-district. The research employs associative quantitative approach. The data consist of primary and secondary data, analyzed by using statistic descriptive analytic method, Structural Equation Modeling , and paired t-test. The population is made up ofrhose who have used Grab Food and Go Food Delivery App in Medan Maimun Sub-district, and 230 of them are taken as the sample. The result of the research shows that Marketing Social Media has positive and significant effects on Purchase Intention, Marketing Social Media has positive and significant effects on Consumer Engagement, Consumer Experience has negative and insignificant effects on Purchase Intention, Consumer Experience has positive and significant effects on Consumer Engagement, Consumer Engagement has positive and significant effects on Purchase Intention, Consumer Engagement is able to mediate the correlation between Conszmier E.xperience and Purchase Intention, and there are significant differences among Social Media Marketing, Consumer Experience, Consumer Engagement, Purchase Intention in the citizens of Medan Maimun Sub­ district who use Grab Food and Go Food Delivery App.