THE ROLE OF DIGITAL MARKETING IN SHAPING CUSTOMER ENGAGEMENT AND ITS IMPACT ON PURCHASE INTENTION ON ERIGO APPAREL CONSUMERS

Abstract

The real impact of technological development is the presence of the Internet that can facilitate almost all human activities or activities included in purchasing activities to make digital marketing an important thing in the development of a company. The purpose of this research is to:(1) analyze the influence of Digital Marketing on Customer Engagement, (2) analyze the effect of Digital Marketing on Purchase Intention, (3) Analyze the effect of Customer Engagement on Purchase Intention. This type of research is causal research with a quantitative approach. The sample in the study was 105 consumers of local clothing apparel products under the Erigo brand. The data analysis technique used is SEM analysis with PLS. The results in this study show that: (1) Digital Marketing has a significant and positive effect on Customer Engagement;(2) Digital Marketing has a significant and positive effect on purchase intentions;(3) Customer Engagement has a significant and positive effect on purchase intentions.

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