relation: https://eprints.untirta.ac.id/48312/
title: PENGARUH PEMASARAN TERPERSONALISASI DAN AUGMENTED   MARKETING TERHADAP KETERLIBATAN PELANGGAN DENGAN   DATA-DRIVEN MARKETING SEBAGAI INTERVENING VARIABLE  (Studi pada pengguna Media Sosial di Kota Serang)
creator: Hidayat, Zaki
subject: HB Economic Theory
subject: HF Commerce
description: This research method uses a quantitative approach that is associative-descriptive.  The population in this study were social media users domiciled in Serang City.  The sample of this study was 90 respondents using the Purposive Sampling  method. The data analysis technique used in this study was Structural Equation  Modeling (SEM) using the SmartPLS 4.0 Student version analysis tool.  The results of this study indicate that: (1) Personalized Marketing has a positive  but not significant effect on Customer Engagement (2) Augmented Marketing has  a negative effect on Customer Engagement (3) Personalized Marketing has a  positive and significant effect on Data-Driven Marketing (4) Augmented  Marketing has a negative effect on Data-Driven Marketing (5) Data-Driven  Marketing has a significant positive effect on Customer Engagement (6)  Personalized Marketing has a significant positive effect on Customer Engagement  when mediated by Data-Driven Marketing (7) Augmented Marketing has a  negative effect on Customer Engagement when mediated by Data-Driven  Marketing.
date: 2024
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/48312/3/Zaki%20Hidayat_555119106_02.pdf
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identifier: https://eprints.untirta.ac.id/48312/4/Zaki%20Hidayat_555119106_03.pdf
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identifier: https://eprints.untirta.ac.id/48312/5/Zaki%20Hidayat_555119106_04.pdf
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identifier: https://eprints.untirta.ac.id/48312/6/Zaki%20Hidayat_555119106_05.pdf
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identifier: https://eprints.untirta.ac.id/48312/7/Zaki%20Hidayat_555119106_Ref.pdf
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identifier: https://eprints.untirta.ac.id/48312/8/Zaki%20Hidayat_555119106_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/48312/9/5551190106_Zaki%20Hidayat_5551190106_Fulltext2.pdf
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language: en
identifier: https://eprints.untirta.ac.id/48312/11/5551190106_Zaki%20Hidayat_5551190106_01.pdf
identifier:   Hidayat, Zaki  (2024) PENGARUH PEMASARAN TERPERSONALISASI DAN AUGMENTED MARKETING TERHADAP KETERLIBATAN PELANGGAN DENGAN DATA-DRIVEN MARKETING SEBAGAI INTERVENING VARIABLE (Studi pada pengguna Media Sosial di Kota Serang).  S1 thesis, Universitas Sultan Ageng Tirtayasa.