EFFECTIVITY OF SOCIAL MEDIA MARKETING ACTIVITIES ON PURCHASE INTENTION WITH CUSTOMER RELATIONSHIP AS THE MEDIATING VARIABLE: A STUDY ON H&M IN INDONESIA

Social media integration into the daily lives of internet users, especially Instagram, has become increasingly prevalent. This shift has compelled businesses like H&M to reconfigure their marketing strategies by embracing digital and social media. In this era of heightened social media immersion, H&M Indonesia endeavors to leverage the potential of digital marketing strategies, specifically emphasizing its prominent Instagram presence. However, whether this engagement can directly or indirectly influence purchase intention remains unknown. Aside from social media marketing activities, the role of customer relationships is analyzed in the model as a mediating variable. This research delves into the impact of H&M Globals social media marketing activities on purchase intention, with a unique focus on its Instagram presence in Indonesia. The research was conducted through a quantitative approach with simple random sampling through online questionnaires. Data from 116 respondents were analyzed through PLS-SEM through SmartPLS 4. Our study revealed a significant impact of social media marketing activities on customer relationships and a significant impact of customer relationships on purchase intention. Our results also revealed an indirect-only effect of customer relationships in the relationship between social media marketing activities and purchase intention.