The Prediction of Purchase Intention Based on Digital Marketing, Customer Engagement, and Brand Preference

DOI

10.2991/aebmr.k.220501.073How to use a DOI?

Keywords

Digital marketing; customer engagement; brand preference; purchase intention

Abstract

This study was conducted to predict purchase intention based on digital marketing, customer engagement, and customer perceived value. This study used a quantitative descriptive method by distributing online questionnaires via Google form to respondents who know and have purchase intentions. This study also used 181 samples which 160 data can be used and analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with the help of Smart PLS software. The results of data analysis showed that digital marketing, customer engagement, and brand preferences can predict purchase intentions. The results of this study are expected to provide implications for companies to determine the right strategy to create and increase consumer buying intentions.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Clarence Clarence
AU  - Keni Keni
PY  - 2022
DA  - 2022/05/11
TI  - The Prediction of Purchase Intention Based on Digital Marketing, Customer Engagement, and Brand Preference
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 481
EP  - 486
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.073
DO  - 10.2991/aebmr.k.220501.073
ID  - Clarence2022
ER  -