Pengaruh Social Media Marketing, Event Marketing Terhadap Keputusan Pembelian Dengan Customer Engagement DOI Open Access

Muh Syarif,

Suhairi Suhairi,

Siti Aisyah

et al.

Jurnal Ekonomi, Journal Year: 2025, Volume and Issue: 30(1), P. 48 - 70

Published: March 27, 2025

This study aims to analyze the influence of social media marketing and event on purchasing decisions, with customer engagement as an intervening variable in Mobile Legends game Medan City. The population this includes all players sampling technique was carried out using a non-probability method purposive approach. number samples used 150 respondents, which determined Cochran formula. data analysis SEM-PLS SmartPLS software. results showed that SMM had significant KP CE, EM CE. While CE did not have effect KP. also no through well

Language: Английский

Pengaruh Social Media Marketing, Event Marketing Terhadap Keputusan Pembelian Dengan Customer Engagement DOI Open Access

Muh Syarif,

Suhairi Suhairi,

Siti Aisyah

et al.

Jurnal Ekonomi, Journal Year: 2025, Volume and Issue: 30(1), P. 48 - 70

Published: March 27, 2025

This study aims to analyze the influence of social media marketing and event on purchasing decisions, with customer engagement as an intervening variable in Mobile Legends game Medan City. The population this includes all players sampling technique was carried out using a non-probability method purposive approach. number samples used 150 respondents, which determined Cochran formula. data analysis SEM-PLS SmartPLS software. results showed that SMM had significant KP CE, EM CE. While CE did not have effect KP. also no through well

Language: Английский

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