TURNING INTERACTION INTO PURCHASE INTENTION: EXPLORING CONSUMER ENGAGEMENT IN GRIYA CIAWI'S SOCIAL MEDIA INNOVATION
Keywords:
social media innovation, consumer engagement, purchase intention, digital marketing, local retailAbstract
This study examines the role of social media innovation in purchase intention and explores digital consumer engagement as an additional variable in a local retail context. It applies secondary analysis to a purposively selected survey of 100 Griya Ciawi consumers. The main instruments contain eight social media innovation items and eight purchase intention items, while engagement is explored through two interactivity items. The results show excellent scores for social media innovation (3,503), purchase intention (3,517), and the engagement proxy (876 of 1,000). Regression yields a coefficient of 0.951, a correlation of 0.966, an R-squared of 93.4%, and t = 37.115 with p < 0.001. Accessible, responsive, and relevant content is strongly associated with purchase motivation. However, engagement mediation cannot be claimed because the construct was not measured independently. Future studies should test the mediation model using a validated engagement scale.
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