Digital Marketing Personalization dan Purchase Intention Konsumen Digital: Peran Mediasi Customer Engagement

Muhlis; Andi Aris Mattunruang

doi:10.63922/ijebir.v5i03.3464

Muhlis Lecturers, Management Study Program, Universitas Patompo Jalan Inspeksi Kanal No. 10 Somba Opu, Gowa
Andi Aris Mattunruang Lecturers, Management Study Program, Universitas Patompo Jalan Inspeksi Kanal No. 10 Somba Opu, Gowa

DOI: https://doi.org/10.63922/ijebir.v5i03.3464

Keywords: digital marketing personalization, customer engagement, purchase intention, digital consumers, SEM-PLS

Abstract

This study aims to analyze the effect of digital marketing personalization on the purchase intention of digital consumers with customer engagement as a mediating variable. Digital marketing personalization has become an important strategy because it enables companies to deliver messages, product recommendations, and promotions that match consumer preferences, thereby increasing engagement and purchase intention. This study uses a quantitative approach through a survey of digital consumers who have experienced personalized digital marketing, such as product recommendations, personalized advertisements, search-history-based promotions, or preference-based digital content. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test direct and indirect relationships among variables. The results show that digital marketing personalization positively affects customer engagement and purchase intention. Customer engagement also has a positive effect on purchase intention and mediates the relationship between digital marketing personalization and purchase intention. These findings indicate that digital marketing personalization is more effective when it creates cognitive, emotional, and behavioral engagement. Practically, companies need to develop relevant, interactive, and experience-based personalization strategies to strengthen digital consumers’ purchase intention.

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