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This study aims to determine the effect of social media marketing Youtube and Instagram on the purchase intention of Disney Plus Hotstar consumers, the influence of YouTube and Instagram social media marketing on Disney Plus Hotstar consumer engagement, and to see the effect of consumer engagement on the purchase intention of Disney Plus Hotstar customers by spreading questionnaire to 400 respondents using social media sites Youtube and Instagram in Indonesia. The hypothesis was tested using a structural equation model which was developed following the existing literature review. The results show that social media marketing has a significant relationship with consumer purchase intentions, where consumer engagement acts as a mediating variable in influencing social media users to obtain consumer purchase intentions. The study confirms that marketers must respond to the importance of increasing the use of social media because it has a strong influence on consumer's purchase intentions. Managerial advice that can be applied by companies is to always monitor consumer engagement by adjusting the company's social media marketing strategy.","dsDescription:Date":"2022-03-11"},"Author":{"author:Name":"RACHMAWATI, INDIRA","author:Affiliation":"Telkom University","Identifier Scheme":"ScopusID","Identifier":"57193380777"},"citation:Keyword":{"keyword:Term":"Social Media Marketing, Consumer Engagement, Purchase Intention"},"citation:Contact":{"datasetContact:Name":"RACHMAWATI, INDIRA","datasetContact:Affiliation":"Telkom University","datasetContact:E-mail":"indirarachmawati@telkomuniversity.ac.id"},"@id":"doi:10.34820/FK2/YMTLE5","@type":["ore:Aggregation","schema:Dataset"],"schema:version":"2.0","schema:datePublished":"2022-03-11","schema:name":"PENGARUH PEMASARAN JEJARING MEDIA SOSIAL DAN KETERIKATAN KONSUMEN TERHADAP NIAT BELI KONSUMEN DISNEY PLUS HOTSTAR DI INDONESIA (STUDI PADA YOUTUBE DAN INSTAGRAM)","schema:dateModified":"Fri Mar 11 14:33:23 WIB 2022","schema:license":"https://creativecommons.org/publicdomain/zero/1.0/","dvcore:fileTermsOfAccess":{"dvcore:fileRequestAccess":false},"schema:includedInDataCatalog":"INDIRA RACHMAWATI Dataverse","ore:aggregates":[{"schema:name":"ijsms-v4i4p123.pdf","dvcore:restricted":false,"schema:version":1,"dvcore:datasetVersionId":32,"@id":"doi:10.34820/FK2/YMTLE5/AKFXNI","schema:sameAs":"https://dataverse.telkomuniversity.ac.id/api/access/datafile/:persistentId?persistentId=doi:10.34820/FK2/YMTLE5/AKFXNI","@type":"ore:AggregatedResource","schema:fileFormat":"application/pdf","dvcore:filesize":397924,"dvcore:storageIdentifier":"file://17f77dea431-885dde1cf482","dvcore:rootDataFileId":-1,"dvcore:checksum":{"@type":"MD5","@value":"4430a81e4d76d1db21d2ce2ca4636ccb"}},{"schema:name":"Laporan PDT 2021 (2).pdf","dvcore:restricted":false,"schema:version":1,"dvcore:datasetVersionId":32,"@id":"doi:10.34820/FK2/YMTLE5/R5T2NB","schema:sameAs":"https://dataverse.telkomuniversity.ac.id/api/access/datafile/:persistentId?persistentId=doi:10.34820/FK2/YMTLE5/R5T2NB","@type":"ore:AggregatedResource","schema:fileFormat":"application/pdf","dvcore:filesize":1675648,"dvcore:storageIdentifier":"file://17f77e4ee65-7d4f0f3cfeab","dvcore:rootDataFileId":-1,"dvcore:checksum":{"@type":"MD5","@value":"3f2a74c2c555d816f84281fee01ae704"}},{"schema:name":"Laporan PDT 2021 (Fin).pdf","dvcore:restricted":false,"schema:version":1,"dvcore:datasetVersionId":32,"@id":"doi:10.34820/FK2/YMTLE5/1I0HIL","schema:sameAs":"https://dataverse.telkomuniversity.ac.id/api/access/datafile/:persistentId?persistentId=doi:10.34820/FK2/YMTLE5/1I0HIL","@type":"ore:AggregatedResource","schema:fileFormat":"application/pdf","dvcore:filesize":1763205,"dvcore:storageIdentifier":"file://17f77def76c-570ee4f205de","dvcore:rootDataFileId":-1,"dvcore:checksum":{"@type":"MD5","@value":"d9fbd1bc006315dd54447006a17207fb"}}],"schema:hasPart":["doi:10.34820/FK2/YMTLE5/AKFXNI","doi:10.34820/FK2/YMTLE5/R5T2NB","doi:10.34820/FK2/YMTLE5/1I0HIL"]},"@context":{"Author":"http://purl.org/dc/terms/creator","Deposit Date":"http://purl.org/dc/terms/dateSubmitted","Identifier":"http://purl.org/spar/datacite/AgentIdentifier","Identifier Scheme":"http://purl.org/spar/datacite/AgentIdentifierScheme","Subject":"http://purl.org/dc/terms/subject","Title":"http://purl.org/dc/terms/title","author":"https://dataverse.org/schema/citation/author#","citation":"https://dataverse.org/schema/citation/","datasetContact":"https://dataverse.org/schema/citation/datasetContact#","dcterms":"http://purl.org/dc/terms/","dsDescription":"https://dataverse.org/schema/citation/dsDescription#","dvcore":"https://dataverse.org/schema/core#","keyword":"https://dataverse.org/schema/citation/keyword#","ore":"http://www.openarchives.org/ore/terms/","schema":"http://schema.org/"}}