Student purchase intention in higher education sector: The role of social network marketing and student engagement

摘要

This study analyzes the impact of social network marketing on student purchase intention and how social network marketing also affects student engagement (as moderate variable). Unit analysis of this study includes private university students in Jakarta, Indonesia. The research method used in this study is verification approach with structural equation modelling. Data collection is accomplished through questionnaires distributed among 400 students. The results of this study show that social network marketing had significant impact on student engagement, student engagement had significant impact on consumer purchase intention, social network marketing had significant impact on student purchase intention, and there was a significant relationship between social network marketing and student purchase intention through student engagement.