Browsing Lecture Papers National Published Articles by Subject "Generasi Z; digital marketing; customer engagement; purchase intention"
Now showing items 1-1 of 1
-
PURCHASE INTENTION OF FASHION PRODUCT AS AN IMPACT OF DIGITAL MARKETING, MEDIATED BY CUSTOMER ENGAGEMENT IN THE GENERATION Z
(Universitas Kristen Petra, 2021)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 ...