Pengaruh soft selling content terhadap purchase intention yang dimediasi emotional engagement: Studi pada Brand Ecinos di Pulau Jawa

INDONESIA:

Perkembangan pemasaran digital mendorong brand untuk menggunakan pendekatan promosi yang lebih halus dan emosional melalui media sosial. Soft selling content dinilai lebih relevan bagi konsumen digital karena tidak bersifat memaksa dan mampu membangun kedekatan emosional. Penelitian ini bertujuan untuk menganalisis pengaruh soft selling content terhadap purchase intention dengan emotional engagement sebagai variabel mediasi pada brand fashion lokal Ecinos di Pulau Jawa.
Penelitian ini menggunakan pendekatan kuantitatif deskriptif. Populasi pada penelitian ini adalah pengguna media sosial yang berdomisili di Pulau Jawa dan pernah melihat konten promosi Ecinos di media sosial, data dikumpulkan melalui penyebaran kuesioner kepada 140 responden representative. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling, sedangkan analisis data dilakukan dengan Structural Equation Modeling–Partial Least Square (SEM-PLS) untuk menguji hubungan langsung dan tidak langsung antar variabel.
Hasil penelitian menunjukkan bahwa soft selling content Ecinos berpengaruh signifikan terhadap emotional engagement dan purchase intention audiens Ecinos di Pulau Jawa. Emotional engagement juga terbukti berpengaruh signifikan terhadap purchase intention serta mampu memediasi hubungan antara soft selling content dan purchase intention audiens Ecinos di Pulau Jawa. Temuan ini menegaskan bahwa emotional engagement juga mampu menjembatani soft selling content dalam mendorong purchase intention audiens Ecinos di Pulau Jawa.

ENGLISH:

The development of digital marketing has encouraged brands to adopt
softer and more emotional promotional approaches through social media. Soft
selling content is considered more relevant for digital consumers because it is non-
intrusive and capable of building emotional closeness. This study aims to analyze
the effect of soft selling content on purchase intention with emotional engagement
as a mediating variable in the local fashion brand Ecinos in Java Island.

This study used a descriptive quantitative approach. The population
consisted of social media users residing in Java who had seen Ecinos promotional
content on social media. Data were collected through questionnaires distributed to
140 representative respondents. The sampling technique used non-probability
sampling with a purposive sampling method, while data analysis was conducted
using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test
direct and indirect relationships between variables.

The results showed that Ecinos soft-selling content significantly influenced
emotional engagement and purchase intention among Ecinos audiences in Java.
Emotional engagement also significantly influenced purchase intention and
mediated the relationship between soft-selling content and purchase intention
among Ecinos audiences in Java. These findings confirm that emotional
engagement can also bridge the gap between soft-selling content and purchase
intention among Ecinos audiences in Java.