• Nicks Candra Putra Universitas Prasetiya Mulya
  • Carolin Carolin Universitas Prasetiya Mulya
  • Gabriel Jessye Universitas Prasetiya Mulya
  • Isaiah Abib Universitas Prasetiya Mulya
  • Michael Laurel Universitas Prasetiya Mulya



This study attempts to investigate the effect of customer engagement which represented through surveillance, social interaction, sharing information, attraction, and social influence on OTA‟s (Online Travel Agency) customer engagement in social media such as Facebook, Twitter, and Instagram about its connection to purchase intention. The importance of this research is to understand the customer engagement level necessary to satisfy the needs of social media users that can lead to purchase intentions. The questionnaires used convenience sampling with totals of 30 questions and 200 respondents within the scope of Java Island Indonesia. Partial Least Square was used to analyze the data and six hypotheses were tested with five independent variables which are surveillance, social interaction, sharing information, attraction, and social influence. One mediating variable which is customer engagement, and one dependent variable purchase intention. The findings of this research are showing that OTAs are better if they focus on social influence, social interaction, and sharing information to increase customer engagement and ultimately create the intention to purchase for customers.


Anubha and Jain, A. (2016). Website Quality as an Antecedent of Customer Purchase Intention for Travel Services: A conceptual model, in Global Information and Business Strategies, 1–10.

Araujo, T. & Neijens, P. (2012), “Friend Me: Which Factors Influence Top Global Brands Participation in Social Network Sites”, Internet Research, Vol. 22, No. 5, 626-640.

Aronson, E., Timothy, D. W., & &Akert, R. M. (2010). Social Psychology. Upper Saddle River, NJ: Prentice Hall.

Bandura, A. (1986). Social Foundations of thought and action. Upper Saddle River, NJ: Prentice Hall

Barger, V. A. & Labrecque, L. I. 2013. An integrated Marketing Communications Perspective on Social Media Metrics. International Journal of Integrated Marketing Communications, 5, 64-76.

Bowden, J. L-H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17 (1), 63 – 74.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Chiu, C. M., Cheng, H. L., Huang, H. Y., & Chen, C. F. (2013). Exploring individuals‟ subjective well-being and loyalty towards social network sites from the perspective of network externalities: The Facebook case. International Journal of Information Management, 33, 539–552.

Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, Vol. 30, No. 3, 65-77.

Creswell, John W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Los Angeles: Sage Publications Inc.

Cummings, Maria, "Consumer engagement perspectives: a tool for ensuring advertising‟s impact?" (2007). Thesis. Rochester Institute of Technology. Accessed from

Cvijikj, I. P., & Michahelles, F. (2011). Monitoring trends on Facebook, paper presented at the IIEE Ninth International Conference on Dependable, Automatic and Secure Computing, December 12-14, Sydney.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Fortin, D.R. & Dholakia, R.R. (2005), “Interactivity and Vividness Effects of Social Presence and Involvement with A Web-based Advertisement”, Journal of Business Research, Vol. 58, No.3, 387-396.

Gummerus, J., Veronica, L., Weman, E., and Pihlstorm, M. (2012). Customer Engagement in a Facebook Brand

Community. Management Research Review, 35(9): 857-877.

Ghozali, Prof. Dr. H. Imam, M. Com, Ph. D., & Latan, Hengky, SE. (2015). Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Indonesia: Universitas Diponegoro Semarang.

Gummerus, J., Veronica, L., Weman, E., & Pihlström, M. (2012). Customer Engagement in a Facebook Brand Community. Management Research Review, 35(9), 857-877.

Hall, J. A. (2018). When is social media use social interaction? Defining mediated social interaction. New Media & Society, 20(1), 162–179.

Humphreys, L. and Wilken, R. (2015). Social Media, Small Business, and The Control of Information. Information, Communication & Society, 18(13): 295-309.

Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2, 51–60.

Lohtia, R., Donthu, N. and Yaveroglu, I. (2007), ”Evaluating The Efficiency of Internet Banner Advertisements”, Journal of Business Research, Vol. 60, No. 4, 410-418.

Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook MIT Sloan Management Review, 54(2), 18.

Marsh, K. L., Richardson, M. J., & Schmidt, RC. (2009). Social connection through joint action and interpersonal coordination. Topics in Cognitive Science,1(2),320-339.

McCulloch, A. (2014). How Social Engagement Drives Site Visits. Retrieved August 13, 2020, from

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention; Case Study on the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 267-273.

Muthén, L. K., & Muthén, B. O. (2002). How to Use a Monte Carlo Study to Decide on Sample Size and Determine Power.

Nyoman, Ni Wira. (2019). Indonesian Travelers Getting More Selective, Google Indonesia Reveals. Jakarta Post. Retrieved July 2020. Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.

Osatuyi, B. (2013). Information sharing on social media sites. Computers in Human Behavior, 29(6), 2622-2631.

Peter, J. P., & Olson, J. C. (2009). Consumer Behavior and Marketing Strategy Ninth edition. Boston: McGraw-Hill.

Poirier, J., & Cobb, N. K. (2012). Social influence as a driver of engagement in a web-based health intervention. Journal of medical Internet research, 14(1), e36.

Pütter, M. (2017). The Impact of Social Media on Consumer Buying Intentions. Journal of Marketing, 3 (1), 7-13.

Ridings, C. M., & Gefen, D. (2006). Virtual Community Attraction: Why People Hang Out Online [Abstract]. Journal of Computer-Mediated Communication, 10(1).

Schroeder, Ralph. 2016. The Globalization of On-Screen Sociability: Social Media and Tethered Togetherness. International Journal of Communication 10(2016), 5626–5643

Sekaran, Uma. (2003). Research Methods for Business: a Skill-Building Approach 4th Edition. New York: John Wiley & Sons Ltd.

Sekaran, Uma., & Bougie, Roger. (2013). Research Methods for Business: a Skill-

Building Approach 6th Edition. United Kingdom: John Wiley & Sons Ltd.

Shahbaz, A., & Funk, A. (2019). Social Media Surveillance. Retrieved August 13, 2020, from

Snijders, R., & Helms, R. (2014). Analyzing Social Influence Through Social Media, A Structure Literature Review. [Abstract]. International Conference on Information Systems, 1-1.

Sonnenwald, D.H. (2006), “Challenges in sharing information effectively: examples from command and control”.

Stafford, T. F., & Stafford, M. R. (2001). Identifying motivations for the use of commercial Web sites.

Steuer, J. (1992), “Defining Virtual Reality: Dimensions Determining Telepresence‖, Journal of Communication, Vol. 42, No. 4, 73-93.

Taylor, A. R. 2019. Attraction Marketing: Bring People to You Rather Than Going After Them. Independently published. p: 3-4.

Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148, 7-15.

Whiting, A., & Williams, D. (2013). Why People Use Social Media: A Uses and Gratifications Approach. Qualitative Market Research: An International Journal, 16(4), 362-369.

Yoong, L. C., & Lian, S. B. (2019). Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social Sciences, 9(1), 54–68.

Zheng, Dawei. 2015. Information Engineering and Education Science: Proceedings of the International Conference on Information Engineering and Education Science (ICIEES 2014), Tianjin, China, 12-13 June, 2014. CRC Press; 1 edition. p: 219.