THE IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION WITH CUSTOMER RELATIONSHIP MANAGEMENT AS INTERVENING VARIABLE THE STUDY OF SOCIOLLA ONLINE WEBSITE AND SOCO APPLICATION

Purwadi, Gabriella Ellen (2024) THE IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION WITH CUSTOMER RELATIONSHIP MANAGEMENT AS INTERVENING VARIABLE THE STUDY OF SOCIOLLA ONLINE WEBSITE AND SOCO APPLICATION. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

This study examines the impact of digital marketing on purchase intention in Sociolla website and application, using customer relationship management as mediation variable. The survey used an online questionnaire (Google Forms) were administered using a 5-point likert scale. Purposive sampling was used to obtain data from 162 respondents who had accessed Sociolla website or Soco application at least once The data was analyzed using SmartPLS version 3.2.9 with a partial least squares structural equation model (PLS-SEM). The study found that digital marketing positively affect customer relationship management, followed by customer relationship management positively affect purchase intention. Furthermore, customer relationship management are able to mediate the effect between the two constructs.

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