The Influence of Electronic Word of Mouth and Content Marketing of Property Companies on Housing Purchase Intentionin West Lombok Regency with Customer Engagement as A Mediating Variable

ABSTRACT:The study examines the influence of electronic word of mout hand content marketing of propertycompanies on housing purchase intention in West Lombok Regency, withcustomerengagement as amediatingvariable. This study uses a quantitative method and is causal associative in nature. This researchemploys a quantitative methodology. The population in this study refers to consumers who have interactedonline with the social media accounts of developer companies either through direct interaction using theWhatsApp or Direct Message feature and indirect online interaction by watching marketing content on officialaccounts on the social media of developer companies in the West Lombok Regency area. Data was collectedthrough a sample survey involving some 100 members. Sampling is done using the non-probability samplingmethod, which does not include randomly selecting population members. The approach to analyzing thisresearch is the Structural Equation Model Partial Least Square (SEM-PLS) using SMART PLS software. Thestudy indicates that 1) Electronic word of mouth has a positive but insignificant effect on consumer buying