Symbolic The Effect Symbolic and Utilitarian Value on Purchase Intention: The Mediating Role of Customer Engagement

Abstract

This study aims to analyze the effect of symbolic and utilitarian values on purchase intentions through customer engagement as an intervening factor for Mykonos perfume on TikTok livestream. The sample for the study consisted of 130 respondents aged 17 who have watched TikTok livestream from @mykonosofficial in Yogyakarta. Data collection was done using distributed questionnaires, and the sampling technique used was purposive sampling. The study used both outer model and inner model analysis techniques, with SmartPLS 4.0 as the analysis tool. The research results show that (1) symbolic value has a positive and significant effect on customer engagement (2) there is no positive and significant effect of symbolic value on customer engagement (3) there is no positive and significant effect of symbolic value on purchase intention (4) utilitarian value has a positive and significant effect on purchase intention (5) customer engagement has a positive and significant effect on purchase intention (6) symbolic value positively and significantly affects purchase intention through customer engagement (6) utilitarian value does not have a positive and significant effect on purchase intention through customer engagement.