%X 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.
%D 2024
%I Universitas Sultan Ageng Tirtayasa
%O Metode penelitian ini menggunakan pendekatan kuantitatif yang bersifat asosiatifdeskriptif. Populasi dalam penelitian ini adalah pengguna media sosial yang
berdomisili di kota Serang. Sampel penelitian ini berjumlah 90 responden dengan
menggunakan metode Purposive Sampling. Teknik analisis data yang digunakan
dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan
menggunakan alat analisis SmartPLS 4.0 versi Student.
Hasil penelitian ini menunjukkan bahwa: (1) Personalized Marketing
berpengaruh positif namun tidak signifikan terhadap Customer Engagement (2)
Augmented Marketing berpengaruh negatif terhadap Customer Engagement (3)
Personalized Marketing berpengaruh positif dan signifikan terhadap Data-Driven
Marketing (4) Augmented Marketing berpengaruh negatif terhadap Data-Driven
Marketing (5) Data-Driven Marketing berpengaruh positif signifikan terhadap
Customer Engagement (6) Personalized Marketing berpengaruh positif signifikan
terhadap Customer Engagement dengan dimediasi oleh Data-Driven Marketing
(7) Augmented Marketing berpengaruh negatif terhadap Customer Engagement
saat dimediasi oleh Data-Driven Marketing.
%T PENGARUH PEMASARAN TERPERSONALISASI DAN AUGMENTED 
MARKETING TERHADAP KETERLIBATAN PELANGGAN DENGAN 
DATA-DRIVEN MARKETING SEBAGAI INTERVENING VARIABLE
(Studi pada pengguna Media Sosial di Kota Serang)
%K Social Media Marketing, Personalized Marketing, Augmented
Marketing, Data-Driven Marketing, Customer Engagement, Customer
Behavior, Artificial Intelligence
Social Media Marketing, Personalized Marketing, Augmented
Marketing, Data-Driven Marketing, Customer Engagement, Customer
Behavior, Artificial Intelligence
%A Zaki Hidayat
%L eprintuntirta48312