eprintid: 48312
rev_number: 25
eprint_status: archive
userid: 21428
dir: disk0/00/04/83/12
datestamp: 2025-04-29 06:26:30
lastmod: 2025-04-29 06:26:30
status_changed: 2025-04-29 06:26:30
type: thesis
metadata_visibility: show
creators_name: Hidayat, Zaki
creators_id: 5551190106
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Taufik, H.E.R Taufik
contributors_name: Mumtazah Damarwulan, Liza
contributors_id: 19641212200121001
contributors_id: 197411292005012001
corp_creators: Universitas Sultan Ageng Tirtayasa
corp_creators: Fakultas Ekonomi dan Bisnis
corp_creators: Manajemen
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)
ispublished: pub
subjects: HB
subjects: HF
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: 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
note: 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.
abstract: 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
date_type: published
pages: 114
institution: Universitas Sultan Ageng Tirtayasa
department: Fakutas Ekonomi dan Bisnis
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/48312/3/Zaki%20Hidayat_555119106_02.pdf
document_url: https://eprints.untirta.ac.id/48312/4/Zaki%20Hidayat_555119106_03.pdf
document_url: https://eprints.untirta.ac.id/48312/5/Zaki%20Hidayat_555119106_04.pdf
document_url: https://eprints.untirta.ac.id/48312/6/Zaki%20Hidayat_555119106_05.pdf
document_url: https://eprints.untirta.ac.id/48312/7/Zaki%20Hidayat_555119106_Ref.pdf
document_url: https://eprints.untirta.ac.id/48312/8/Zaki%20Hidayat_555119106_Lamp.pdf
document_url: https://eprints.untirta.ac.id/48312/9/5551190106_Zaki%20Hidayat_5551190106_Fulltext2.pdf
document_url: https://eprints.untirta.ac.id/48312/11/5551190106_Zaki%20Hidayat_5551190106_01.pdf