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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Jurnal Mirai Management
Ika Menarianti, I’tishom Al Khoiry
Fakultas Ekonomi dan Bisnis, UPGRIS
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Customer Experience Digital dalam Memediasi Pengaruh Digital Marketing Strategy terhadap Purchase Intention Pengguna TikTok Shop di Jawa Tengah Shofif Sobaruddin Akbar; Ratih Hesty Utami Puspitasari; Ika Menarianti, I’tishom Al Khoiry
Jurnal Mirai Management Vol 11, No 2 (2026)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v11i2.12596

Abstract

Penelitian ini bertujuan menganalisis pengaruh Digital Marketing Strategy terhadap Purchase Intention melalui Customer Experience Digital pada pengguna TikTok Shop di Jawa Tengah. Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner online. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Digital Marketing Strategy berpengaruh positif dan signifikan terhadap Customer Experience Digital dan Purchase Intention. Customer Experience Digital juga berpengaruh positif dan signifikan terhadap Purchase Intention serta mampu memediasi hubungan antara Digital Marketing Strategy dan Purchase Intention. Kata Kunci: Digital Marketing Strategy, Customer Experience Digital, Purchase Intention, TikTok Shop.
Co-Authors Ratih Hesty Utami Puspitasari Shofif Sobaruddin Akbar