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

Clarence Clarence, Keni Keni
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引用次数: 2

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.
基于数字营销、顾客参与和品牌偏好的购买意愿预测
本研究是基于数位行销、顾客参与和顾客感知价值来预测购买意愿。本研究采用定量描述的方法,通过谷歌表格向了解并有购买意向的受访者发放在线问卷。本研究还使用了181个样本,其中160个数据可以使用,并在Smart PLS软件的帮助下使用偏最小二乘-结构方程建模(PLS- sem)进行分析。数据分析结果显示,数字营销、客户参与和品牌偏好可以预测购买意愿。本研究的结果有望为企业确定正确的策略来创造和增加消费者的购买意愿提供启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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