Pengaruh Influencer Marketing dan Value Co-Creation terhadap Customer Engagement melalui Minat Beli dan Impulsive Buying pada Fashion Batik Modern Kartini’s Label (Studi kasus pada Generasi Z dan Generasi Milenial di Jawa Barat)

Sita Sopiana (Program Studi Magister Manajemen, Program Pascasarjana, Universitas Siliwangi Tasikmalaya, Indonesia)
Ade Komaludin (Program Studi Magister Manajemen, Program Pascasarjana, Universitas Siliwangi Tasikmalaya, Indonesia)
Edy Suroso (Program Studi Magister Manajemen, Program Pascasarjana, Universitas Siliwangi Tasikmalaya, Indonesia)

Ranah Research : Journal of Multidisciplinary Research and Development
Vol. 6 No. 4 (2024): Ranah Research : Journal Of Multidisciplinary Research and Development (Mei 202

This study aims to examine the direct influence of influencer marketing and value co-creation on customer engagement through two intervening variables, namely purchase intention and impulsive buying. An empirical investigation was conducted among consumers of Batik Kartini's Label fashion, specifically targeting Generation Z and Millennials in West Java. The sample was collected using stratified random sampling, resulting in 210 female respondents who have made at least one purchase. The research instrument employed was a questionnaire featuring Likert scale statements. Data analysis was performed using Structural Equation Modelling with the Smart PLS application. The findings reveal that: 1) Influencer marketing and value co-creation positively impact purchase intention; 2) These strategies also enhance impulsive buying; 3) Both factors contribute to higher customer engagement; 4) Purchase intention and impulsive buying drive increased customer engagement; 5) Influencer marketing boosts customer engagement through purchase intention; 6) Influencer marketing enhances customer engagement via impulsive buying; 7) Value co-creation strengthens customer engagement through purchase intention; and 8) Value co-creation improves customer engagement via impulsive buying.