PENGARUH PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DENGAN KETERLIBATAN PELANGGAN SEBAGAI VARIABEL MEDIASI
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Estherlin Rambi, Roselly
Subject
H Social Sciences (General)
Datestamp
2023-07-03 06:40:49
Abstract :
The purpose of this study was to identify and analyze the influence of digital marketing on purchasing decisions mediated by customer engagement. This research was conducted using a quantitative approach and the sampling technique used was non-probability sampling, which is a technique that provides different opportunities for each element or member of the population to be determined as a sample. The number of samples obtained was 99 respondents who were taken via a google form questionnaire using the Partial Least Square (PLS) data analysis technique. Based on statistical tests, the results of the study show that: 1) Digital marketing has a positive effect on purchasing decisions for Generation Z in Semarang City. 2) Digital marketing has a positive effect on Generation Z customer engagement in Semarang City 3) Customer engagement has a positive effect on Generation Z purchasing decisions on Generation Z in Semarang City 4) Digital Marketing has a positive effect on purchasing decisions mediated by customer engagement on Generation Z in Semarang City 5) Customer engagement variable has a partial mediation of 72.2% on the influence of digital marketing on purchasing decisions in Generation Z in Semarang City.
The purpose of this study was to identify and analyze the influence of digital marketing on purchasing decisions mediated by customer engagement. This research was conducted using a quantitative approach and the sampling technique used was non-probability sampling, which is a technique that provides different opportunities for each element or member of the population to be determined as a sample. The number of samples obtained was 99 respondents who were taken via a google form questionnaire using the Partial Least Square (PLS) data analysis technique. Based on statistical tests, the results of the study show that: 1) Digital marketing has a positive effect on purchasing decisions for Generation Z in Semarang City. 2) Digital marketing has a positive effect on Generation Z customer engagement in Semarang City 3) Customer engagement has a positive effect on Generation Z purchasing decisions on Generation Z in Semarang City 4) Digital Marketing has a positive effect on purchasing decisions mediated by customer engagement on Generation Z in Semarang City 5) Customer engagement variable has a partial mediation of 72.2% on the influence of digital marketing on purchasing decisions in Generation Z in Semarang City.
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