Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z

Authors

  • Wida Khansa Nabila Universitas Esa Unggul, Indonesia
  • Dimas Angga Negoro Universitas Esa Unggul, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.9462

Keywords:

Brand Awareness, Customer Engagement, Digital Marketing, Purchase Intention

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing terhadap customer engagement, brand awareness dan purchase intention. Penelitian ini adalah penelitian dengan pendekatan metode kuantitatif dan menggunakan analisis Structural Equation Modelling (PLS-SEM). Populasi pada penelitian ini yaitu Generasi Z, pengikut sosial media ERIGO, pernah atau niat melakukan pembelian produk ERIGO, dan berdomisili di Kota Jabodetabek. Teknik pengambilan sampel dengan teknik purposive sampling dengan jumlah sampel sebanyak 200 responden. Hasil penelitian ini menunjukkan bahwa digital marketing mempunyai berpengaruh positif terhadap customer engagement dan brand awareness. Selanjutnya customer engagement dan brand awareness mempunyai berpengaruh positif terhadap purchase intention. Namun digital marketing tidak mempunyai berpengaruh positif terhadap purchase intention.

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Published

03-09-2023

How to Cite

Nabila, W. K., & Negoro, D. A. (2023). Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z. Jurnal Pendidikan Tambusai, 7(3), 20207–20218. https://doi.org/10.31004/jptam.v7i3.9462

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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