RELATIONSHIP BETWEEN CUSTOMER ENGAGEMENT THROUGH INSTAGRAMS WITH PRODUCTS PURCHASE INTENTION IN STUDENTS OF FACULTY PSYCHOLOGY DIPONEGORO UNIVERSITY

Abstract

This study aims to determine the relationship between customer engagement through Instagram and the intention to buy products for students of the Faculty of Psychology, Diponegoro University. Intention to buy a product is the tendency or intention of consumers to buy a product in the form of goods or services based on the needs, desires, and demands on consumers. One of the factors that influence intention is a personal factor. Personal factors are individual attitudes toward behavior in the form of positive or negative evaluations of the behavior that will be displayed. If someone has intention, they will search for information, skills, and abilities to bring out the behavior that will be carried out. Customer engagement is the degree of consumer involvement in cognitive, affective, and actions that gives rise to specific behaviors because of the attraction, pleasure, loyalty, and satisfaction with the product. The population of this study was Diponegoro Semarang Psychology Faculty students. The research sample consisted of 191 people who were selected using the simple random sampling technique. Data collection uses two psychological scales, namely customer engagement scale (22 valid items with α = 0.852) and intention to buy product scale (35 valid items with α = 0.927). The data obtained based on the results of Spearman Rho analysis showed the value of correlation coefficient of 0.769 with p = 0.000 (p <0.05). These results indicate that the hypothesis proposed by the researcher is that there is a positive relationship between customer engagement through the institution and the intention to buy products at Diponegoro Faculty of Psychology students. The higher customer engagement through Instagram, the higher the intention to buy the product.