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All Journal Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis
Ardian, Gredy Yudha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER RETENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI PADA PRODUK CLOTHING LINE ERIGO DI KOTA MALANG Deccasari, Dwi Danesty; Ardian, Gredy Yudha
Dinamika Ekonomi: Jurnal Ekonomi dan Bisnis Vol 18 No 1 (2025): DINAMIKA EKONOMI Jurnal Ekonomi dan Bisnis Vol.18 No.1 Maret 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Nasional (STIENAS) Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53651/jdeb.v18i1.572

Abstract

The purpose of this study is to analyze the influence of digital marketing on customer retention with customer engagement as a mediating variable on Erigo clothing line products in Malang City. This research method uses quantitative. The population of the study is Erigo Generation Z consumers aged (14-27 years) who use social media in Malang City. The research sample uses the Lemeshow formula totaling 100 people. The test tool uses Path Analysis. The results of the study indicate that digital marketing has a significant effect on customer retention decisions at Erigo Clothing Line Malang. Customer Engagement has a significant effect on customer retention decisions at Erigo Clothing Line Malang. Customer Engagement can mediate the influence of digital marketing on customer retention decisions at Erigo Clothing Line Malang.
Co-Authors Dwi Danesty Deccasari