PENGARUH DIGITAL STORYTELLING TERHADAP CUSTOMER PURCHASE INTENTION: PERAN MEDIASI CUSTOMER ENGAGEMENT PADA GENERASI Z PENGGUNA MEDIA SOSIAL DI PONTIANAK
DOI:
https://doi.org/10.51195/iga.v16i2.107Kata Kunci:
Digital Storytelling, Customer Engagement, Customer Purchase Intention, Generasi Z, Media SosialAbstrak
Penelitian ini mengkaji pengaruh digital storytelling terhadap customer purchase intention dengan customer engagement sebagai variabel mediasi pada generasi Z pengguna media sosial di Pontianak. Generasi Z, sebagai digital natives, menunjukkan pola konsumsi yang unik dan responsif terhadap konten digital yang menarik dan bercerita. Digital storytelling telah menjadi strategi pemasaran yang semakin penting dalam membangun koneksi emosional dengan konsumen dan mendorong keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode structural equation modeling berbasis variance menggunakan Partial Least Squares. Sampel penelitian terdiri dari responden generasi Z yang aktif menggunakan media sosial di Pontianak, dipilih melalui purposive sampling. Data dikumpulkan melalui kuesioner terstruktur dengan skala Likert. Hasil penelitian menunjukkan bahwa digital storytelling berpengaruh sangat kuat terhadap customer engagement, customer engagement berpengaruh signifikan terhadap customer purchase intention, dan digital storytelling berpengaruh signifikan terhadap customer purchase intention secara langsung. Analisis mediasi menunjukkan bahwa customer engagement memediasi sebagian besar dari total pengaruh digital storytelling terhadap purchase intention. Model penelitian memiliki daya eksplorasi yang substantial terhadap variance dalam customer engagement dan purchase intention. Temuan ini memiliki implikasi praktis bagi perusahaan dalam mengembangkan strategi content marketing yang lebih efektif melalui pemanfaatan digital storytelling untuk meningkatkan engagement dan pada akhirnya mendorong purchase intention di kalangan generasi Z
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