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"Dengan latar belakang perkembangan teknologi yang semakin masif, penelitian ini menguji pengaruh antara Social Network Marketing, Consumer Engagement dan Purchase Intention. Objek penelitian difokuskan pada pengantin perempuan di Jakarta dan media sosial instagram sebagai media sosial yang banyak digunakan oleh perempuan. Penelitian dilakukan dengan metode SEM menggunakan aplikasi Smart-PLS. Pengumpulan data dilakukan dengan menggunakan teknik survey dengan menyebar kuesioner online pada tagar #weddingjakarta dari Oktober 2022-Desember 2022. Kriteria responden yang dicari dalam penelitian ini adalah perempuan yang, berdomisili atau melaksanakan pernikahan di Jakarta, dan menggunakan instagram. Kuesioner disebar melalui media sosial seperti whatsapp dan instagram. Sebanyak 385 responden yang terpilih untuk dapat dijadikan data. Hasil penelitian menyebutkan bahwa Consumer Engagement berpengaruh positif signifikan terhadap Purchase Intention, Social Network Marketing berpengaruh positif signifikan terhadap Consumer Engagement, Social Network Marketing berpengaruh positif signifikan terhadap Purchase Intention, dan Social Network Marketing berpengaruh terhadap Purchase Intention melalui Consumer Engagement. Berdasarkan hasil penelitian ini maka dapat dinyatakan bahwa ketiga konsep teruji. Temuan ini dapat diterapkan pada subjek perempuan kota yang berniat melakukan pembelian penyedia jasa pernikahan Wedding Planner. Saran untuk penelitian selanjutnya adalah fokus pada konsep WOM dan E-WOM.

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Against the background of increasingly massive technological developments, this research examines impact of Social Network Marketing, and Consumer Engagement on Purchase Intention. The object of research is focused on brides in Jakarta and Instagram as social media that is widely used by women. The research was conducted using the SEM method with the Smart-PLS application. Data collection was carried out using a survey technique by distributing online questionnaires on the hashtag #weddingjakarta from October 2022-December 2022. The criteria for respondents sought in this study were women, domiciled or carrying out marriages in Jakarta, and using Instagram. Questionnaires were distributed via social media such as WhatsApp and Instagram. A total of 385 respondents were selected to be used as data. The results of the study stated that Consumer Engagement had a significant positive effect on Purchase Intention, Social Network Marketing had a significant positive effect on Consumer Engagement, Social Network Marketing had a significant positive effect on Purchase Intention, and Social Network Marketing influenced Purchase Intention through Consumer Engagement. Based on the results of this study, it can be stated that the three tested concepts can be applied to female who intend to buy a Wedding Planner service provider. Suggestions for further research are to focus on the concept of WOM and E-WOM."

"Fokus penelitian ini adalah menyelidiki faktor-faktor pendorong seperti sikap, logo halal, subjective norms, negara asal produksi, kualitas, serta brand trust yang mempengaruhi purchase intention konsumen wanita Muslim Indonesia terhadap produk kosmetik dan personal care dari Korea Selatan yang dibeli secara online. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei yang disebarkan melalui kuesioner online. Sebanyak 187 responden terkumpul yang kemudian diolah dan dianalisis menggunakan metode Partial Least Square - Structural Equation Modeling menggunakan SPSS versi 26 dan SmartPLS 3.0. Dari studi kasus tersebut, menunjukkan bahwa faktor pendorong seperti sikap, logo halal, negara asal produksi, kualitas, serta brand trust mempengaruhi purchase intention konsumen wanita Muslim Indonesia. Selain itu, didapatkan hasil bahwa hubungan variabel subjective norms yang tidak signifikan terhadap purchase intention dan variabel mediasi yaitu logo halal yang terbukti tidak memediasi hubungan variabel subjective norms dan purchase intention. Hasil penelitian ini diharapkan dapat memberikan wawasan kepada konsumen wanita Muslim Indonesia mengenai faktor-faktor pendorong purchase intention terhadap produk kosmetik dan personal care dari Korea Selatan.

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The focus of this research is the driving factors such as attitudes, halal logos, subjective norms, country of origin of production, quality, and brand trust that influence the purchase intentions of Indonesian Muslim women consumers of South Korean cosmetic and personal care products purchased online. Data collection was carried out by purposive sampling method using surveys distributed through online questionnaires. A total of 187 respondents were collected which were then processed and analyzed using the Partial Least Square - Structural Equation Modeling method using SPSS version 26 and SmartPLS 3.0. The case study shows that the driving factors such as attitude, halal logo, quality of the country of origin of production, quality, and brand trust affect the purchase intention of Indonesian Muslim women consumers. In addition, it was found that the relationship between the subjective norm variable which was not significant to the purchase intention and the mediating variable, namely the halal logo, was proven not to mediate the relationship between the subjective norm variable and purchase intention. The results of this study are expected to provide insight to Indonesian Muslim female consumers regarding the factors that drive purchase intentions towards cosmetic and personal care products from South Korean."