Pengaruh Social Media Content dan Mental Health Condition terhadap Purchase Intention dengan Customer Engagement sebagai Variabel Moderasi pada Shopee (Studi Kasus : Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

This research aims to analyze and determine the influence of Social Media Content and Mental Health Condition on Purchase Intention on the Shopee E- Commerce Platform with Customer Engagement as a moderating variable. The population in this research are students from the Faculty of Economics and Business, University of North Sumatra. The sample used in the research This is a total of 91 students. The data collection technique in this research uses statement techniques or questionnaires. The data analysis technique uses descriptive analysis and PLS Structural Equation Model path analysis. Data processing in the research used Smart-PLS version 4. Based on the research results, it was found that Social Media Content had a positive effect on Purchase Intention, Mental Health Condition had a positive effect on Purchase Intention, Customer Engagement did not significantly moderate the influence of Social Media Content on Purchase Intention, Customer Engagement was significant moderates the influence of Mental Health Condition on Purchase Intention. Based on the coefficient of determination, the R-Square value of Purchase Intention is 0.673, which means that Social Media Content (X1), Mental Health Condition is able to explain or influence Purchase Intention by 67.3%, the remaining is 32, 7% is influenced by other factors.