Jurnal Manajemen Pemasaran
Vol. 14 No. 2 (2020): OCTOBER 2020

PURCHASE INTENTION OF FASHION PRODUCT AS AN IMPACT OF DIGITAL MARKETING, MEDIATED BY CUSTOMER ENGAGEMENT IN THE GENERATION Z

Thomas Stefanus Kaihatu (Universitas Ciputra Surabaya Citraland CBD Boulevard, Surabaya 60219)

Article Info

Publish Date
16 Sep 2020

Abstract

This research is to study the impact of digital marketing on consumer engagement and purchase intention, consumer engagement on purchase intention, and the mediating effect of consumer engagement in the relation between digital marketing and purchase intention. The population in this research was generation Z. Samples were 236 students in two private universities in Surabaya. Data were analyzed with Andrew Hayes PROCESS model 4. The results show that all hypotheses were supported. The findings of this research contribute to the online communication strategy of online shop owners to reach generation Z

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Journal Info
Jurnal Manajemen Pemasaran
Website

Abbrev

mar

Publisher

Universitas Kristen Petra Surabaya

Subject

Economics, Econometrics & Finance

Description

Jurnal Managemen Pemasaran dipublikasikan secara berkala setiap tahun oleh Program Studi Manajemen Pemasaran Universitas Kristen Petra Surabaya. Tujuan Jurnal Manajemen Pemasaran adalah: 1. Menyebarluaskan pengetahuan, penemuan, dan pengembangan ilmu pemasaran secara teori maupun praktis melalui ...