The Influence Of Online Communities And Customer Engagement On Purchase Intention With Online Customer Review As A Mediation Variable

Atha Javier, Refius Pradipta Setyanto, Asmi Ayuning Hidayah, Yuri Kurniawan

Abstract


This study analyzes the effect of customer engagement and online communities mediated by online customer reviews on purchase intention. In this study, 175 respondents were active students of Jenderal Soedirman University with an age range of 17-25 years who were followers of the @Unsoedfess1963 autobase account and had read posts related to food reviews on the @Unsoedfess1963 account at least three times in the last three months. The research model was tested empirically using SmartPLS software, which showed that: (1) Customer Engagement has a positive effect on Purchase Intention (2) Customer Engagement has a positive effect on Online Customer Reviews (3) Customer Engagement mediated by Online Customer Reviews has an effect on Purchase Intention (4) Online Community has a positive effect on Purchase Intention (5) Online Community has a positive effect on Online Customer Reviews (6) Online Community mediated by Online Customer Reviews has a positive effect on Purchase Intention (7) Online Customer Reviews have a positive effect on Purchase Intention.

Keywords: Online communities, Customer Engagement, Online Customer Review, Purchase Intention


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