The Prediction of Purchase Intention Based on Digital Marketing, Customer Engagement, and Brand Preference

Abstract

This study was conducted to predict purchase intention based on digital marketing, customer engagement, and customer perceived value. This study used a quantitative descriptive method by distributing online questionnaires via Google form to respondents who know and have purchase intentions. This study also used 181 samples which 160 data can be used and analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with the help of Smart PLS software. The results of data analysis showed that digital marketing, customer engagement, and brand preferences can predict purchase intentions. The results of this study are expected to provide implications for companies to determine the right strategy to create and increase consumer buying intentions.