The Impact Of Social Network Marketing and Customer Engagement on Purchase Intentions in Wedding Service Business

The study points to decide the impact of social network marketing of wedding package services on customer engagement and their effect on consumer purchase intention at CV. Indyferyto Paket Pesta located in Yogyakarta. The type of research utilized in this study is affiliated with data collection techniques within the shape of surveys. The research data was collected with a cross-sectional period. From the total population of 3,200 Instagram social media followers of CV. Indyferyto in 2019, this study targetted 100 respondents as samples, counted using Slovin method. The data collecting strategy is conducted by circulating questioners. This study was conducting structural equation modeling (SEM) analysis by SmartPls 3 for data analysis. The result of this ponders shows that social network marketing has an influence on consumer engagement and its effect on consumer purchase intention. It means consumers will decide to buy based on social network marketing activities and engagement with the company.