| dc.contributor.author | Kaihatu, Thomas Stefanus | |
| dc.date.accessioned | 2022-03-31T02:35:34Z | |
| dc.date.available | 2022-03-31T02:35:34Z | |
| dc.date.issued | 2021 | |
| dc.identifier.issn | 2597615X | |
| dc.identifier.issn | 1907235X | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4741 | |
| dc.description.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 find | en_US |
| dc.publisher | Universitas Kristen Petra | en_US |
| dc.subject | Generasi Z; digital marketing; customer engagement; purchase intention | en_US |
| dc.title | PURCHASE INTENTION OF FASHION PRODUCT AS AN IMPACT OF DIGITAL MARKETING, MEDIATED BY CUSTOMER ENGAGEMENT IN THE GENERATION Z | en_US |
| dc.type | Article | en_US |
