Efektivitas Penggunaan Video Marketing dan Social Commerce terhadap Customer Engagement

Eka Tripustikasari

doi:10.61132/maeswara.v4i4.2763

Authors

Eka Tripustikasari Universitas Amikom Purwokerto

DOI:

https://doi.org/10.61132/maeswara.v4i4.2763

Keywords:

Customer Engagement, Digital Marketing, Social Commerce, Social Media, Video Marketing

Abstract

This study examines, as an educational simulation, the effectiveness of video marketing and Social Commerce in strengthening Customer Engagement in digital commerce. The model positions video marketing and Social Commerce as independent variables and Customer Engagement as the dependent variable. A quantitative explanatory design is illustrated using a synthetic dataset of 200 Indonesian respondents and a five-point Likert instrument. The simulation covers reliability, convergent validity, and structural-model calculations using construct scores. Video marketing shows a positive relationship with Customer Engagement (β = 0.452; t = 7.943; p < 0.001), while Social Commerce also shows a positive relationship (β = 0.355; t = 6.236; p < 0.001). Together, the predictors explain 44.6% of the variance in Customer Engagement (R² = 0.446). These figures are intended only to demonstrate data processing and interpretation for student learning and do not represent empirical findings from real respondents.

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