The Effect of Digital Marketing on Customer Engagement
Irwan Supardy Ramadhan1, Ratih Hurriyati2, Hilda Monoarfa3

Universitas Pendidikan Indonesia

Abstract

Abstract. This research is a quantitative research that examines social phenomena with the aim of knowing the effect of digital marketing on customer engagement on the Shopee application. The population of this research is the Shopee application users in Indonesia. This study took a sample of 31 respondents through a non-probability sampling technique. Data collection in this study was in the form of distributing questionnaires to consumers who had downloaded and used the Shopee application. The data analysis technique used is descriptive analysis and inferential analysis with the Partial Least Square (PLS) 3.0 analysis tool. The results of this study state that digital marketing has a significant effect on purchasing decisions and sales promotion has a significant effect on customer engagement.

Keywords: Digital Marketing- Customer Engagement

Topic: Marketing Management, Relationship Marketing, Service Marketing