THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING AND TECHNOLOGY READINESS TO INCREASE PURCHASE INTENTION THROUGH SOCIAL MEDIA BRAND ENGAGEMENT MEDIATION ON X INSTANT MORTAR BRAND

Abstract

The Covid-19 has disrupted several businesses marketing strategies. This also has an effect on the building materials industry, they have to adapting its marketing to the B2C market via social media. Social Media Marketing can increase a customer's interest in making purchase, according to the findings of prior study and theory; yet, the company's data reveals various outcomes. There was a strong response to the social media marketing campaign, however the number of sales was not related to the number of sales the company made. Consequently, this study will assess the impact of Social Media Marketing on Purchase Intention as mediated by Social Media Brand Engagement, and considering the Technology Readiness. 150 Instagram followers of Mortar Instant X were surveyed using a quantitative way to acquire data for this study. According to the findings, Social Media Marketing has a positive direct and indirect influence (mediated by Social Media Brand Engagement) on Purchase Intention. Meanwhile, Technology Readiness has a positive direct and indirect effect (mediated by Social Media Brand Engagement) on Purchase Intention. It is anticipated that Instant Mortar X and the construction materials industry would use the findings of this study to develop and implement social media marketing strategies.