Pengaruh Social Media Marketing dan Video Marketing terhadap Customer Engagement Pada Produk Fashion Di Kalangan Mahasiswa Universitas Pamulang
Year: 2026
Type: article
Abstract: Digital marketing provides fashion brands with opportunities to develop meaningful consumer interactions. This study examines the relationships between social media marketing, video marketing, and customer engagement among Pamulang University students. A quantitative survey approach was employed, with questionnaire responses analyzed through multiple linear regression, partial t-tests, an overall F-test, and determination coefficients. The statistical output reports 71 valid observations. Social media marketing shows a negative but statistically non-significant coefficient (B = −0.116; p = 0.052), whereas video marketing has a positive and significant association with customer engagement (B = 0.439; p < 0.001). The joint model is significant (F = 39.660; p < 0.001) and explains 53.8% of the variation in customer engagement (R² = 0.538). The results suggest that engaging audiovisual content is particularly relevant to fashion marketing aimed at students. Since the research uses observational questionnaire data, the findings should be interpreted as statistical associations rather than conclusive causal effects.
Institution: Universitas Pamulang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7225617280