Research Title:
The Role of Social Media Marketing in Enhancing Customer Engagement and Its Impact on Purchase Intention at CV. Event Hunter Indonesia

Background:
The poster highlights the rapid growth of start-ups in Indonesia, particularly in education and event-based learning. CV. Event Hunter Indonesia, operating since 2016, leverages social media marketing to reach and engage participants. The Covid-19 pandemic impacted purchase decisions and participation rates, motivating this study to explore how social media marketing can strengthen customer engagement and increase purchase intention.

Research Objectives:

1. Analyze the effect of Entertainment on Customer Engagement.
2. Analyze the effect of Interaction on Customer Engagement.
3. Analyze the effect of Customization on Customer Engagement.
4. Analyze the effect of Trendiness on Customer Engagement.
5. Analyze the effect of Customer Engagement on Purchase Intention.

Methodology:
This quantitative study uses PLS-SEM to analyze survey data from participants who have interacted with CV. Event Hunter Indonesia via social media. Variables include Entertainment, Interaction, Customization, Trendiness, Customer Engagement, and Purchase Intention. Analyses cover validity and reliability, collinearity (VIF), hypothesis testing, R² and F², as well as PLS Predict.

Research Model & Hypotheses:
Hypotheses H1–H5 assess the impact of social media marketing dimensions on Customer Engagement and the subsequent effect on Purchase Intention.

Findings:

• Social media marketing (Entertainment, Interaction, Customization, Trendiness) positively and significantly affects Customer Engagement.
• Customer Engagement positively and significantly affects Purchase Intention.
• Outer model, AVE, reliability, collinearity (VIF), R², F², and PLS Predict results are presented through diagrams and tables.

Contribution:

• Provides insights for educational event organizers to maximize social media marketing to increase participant engagement.
• Supports Sustainable Development Goals (SDG):

  • SDG 4: Quality Education – encourages participation in learning events.
  • SDG 8: Decent Work and Economic Growth – promotes creative business models and local economic growth.
  • SDG 9: Industry, Innovation, and Infrastructure – leverages digital innovation in marketing strategies.

Poster Visualization:
The poster uses a multi-panel layout in purple-lavender with yellow accents, showing research models, tables, hypotheses, methodology, and SDG icons. The bottom panel highlights the research team with their photos and credentials.