Analysis of the Influence of Social Media Marketing on Purchase Intention with Customer Engagement in Industrial Automotive Sales: Case Study: CV Sri Mobilindo Motor

The growth of technology and internet users in Indonesia has significantly impacted marketing strategies, with digital marketing, particularly social media, emerging as the most effective tool. Social media's simplicity and connectivity enhance customer interaction, leading to stronger customer relationships and increased purchase propensity. Businesses utilizing digital marketing tools can quickly offer goods and services, create strong client relationships, reduce costs, and potentially improve sales volume. This research aims to explore marketing literature from a Social Cognitive Theory (SCT) perspective, providing theoretical and empirical directions for future research, and offering a clear understanding of SCT in marketing. Emphasizing the importance of analyzing consumer needs and behavior, the study investigates social media marketing, platform credibility, content quality, source credibility, consumer engagement, and purchase intention within CV Sri Mobilindo Motor, an automotive manufacturer. The study seeks to optimize research outcomes applicable for businesses’ long-term objectives and to identify relevant implications and theoretical confirmations between the studied factors. An online questionnaire was distributed to 400 respondents, who are prospective customers of CV Sri Mobilindo Motor and have interacted with content or viewed advertisements on various social media platforms. The responses were analyzed using Smart PLS 3, applying the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach to determine the influence and correlation of each variable. The primary goal is to ascertain the impact of digital marketing, particularly social media, on customer engagement and how this engagement affects purchase intention. By understanding these dynamics, businesses can better tailor their digital marketing strategies to enhance customer interaction and drive sales. This study contributes to the theoretical and practical understanding of digital marketing's role in fostering customer engagement and influencing purchase behavior, providing valuable insights for optimizing marketing strategies in the digital era.