The Role of Emotional Attachment in Mediating the effect of Social Media Marketing on Purchase Intention Aekram Faisal, Ellyana Amran*, Iwan Ekawanto
Faculty of Economics and Business, Universitas Trisakti
Jl. Kyai Tapa No. 1 Grogol, Jakarta Barat 11440
*ellyana_amran[at]trisakti.ac.id
Abstract
After the pandemic began to subside in 2022, the habit of online shopping continued, even becoming a new habit. Even today, many shop owners are disappointed because their shops are no longer full of visitors, and this must be anticipated by entrepreneurs to shift their business online. The purpose of this research is to examine the effect of social media marketing on purchase intention, either directly or through the mediating role of emotional attachment. This study used a sample of 220 respondents, and data were analyzed using the Structural Equation Model (SEM) to determine the direct effect and using the Bootstrapping method to examine the role of mediation. The results of this study indicate that social media marketing has no direct effect on purchase intention, but social media marketing influences purchase intention after being mediated by emotional attachment.
Keywords: Emotional Attachment, Social Media Marketing, Purchase Intention
