PENGARUH PEMASARAN TERPERSONALISASI DAN AUGMENTED MARKETING TERHADAP KETERLIBATAN PELANGGAN DENGAN DATA-DRIVEN MARKETING SEBAGAI INTERVENING VARIABLE (Studi pada pengguna Media Sosial di Kota Serang)

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.

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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.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Taufik, H.E.R Taufik	19641212200121001
Thesis advisor	Mumtazah Damarwulan, Liza	197411292005012001

Additional Information:

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.

Uncontrolled 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

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Mr. Zaki Hidayat

Date Deposited:

29 Apr 2025 06:26

Last Modified:

29 Apr 2025 06:26

URI:

http://eprints.untirta.ac.id/id/eprint/48312

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