The Influence of The Facebook Effect and Digital Engagement on Emotional Buying Intention with Brand Attachment as a Mediating Variable

Abstract

This study aims to analyze the influence of the Facebook Effect and Digital Engagement on Emotional Buying Intention, with Brand Attachment as a mediating variable, among consumers of CV. Singa Jaya Plastindo. This study was motivated by the fact that the conversion of marketing activities on Facebook into emotional buying intention has not been optimal, even though the company has utilized social media as a means of promotion and interaction with consumers. A quantitative approach was used, involving a survey administered via a questionnaire to consumers of CV. Singa Jaya Plastindo who met the study’s criteria. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that The Facebook Effect and Digital Engagement have a positive and significant influence on both Brand Attachment and Emotional Buying Intention. Additionally, Brand Attachment also has a positive and significant influence on Emotional Buying Intention. Mediation testing confirmed that Brand Attachment partially mediates the effects of The Facebook Effect and Digital Engagement on Emotional Buying Intention. These findings indicate that the effectiveness of digital marketing via Facebook depends not only on the intensity of digital interactions but also on a company’s ability to foster consumers’ emotional attachment to the brand.