The Influence of Digital Marketing on Purchasing Decisions in the Mediation of Online engagement and Brand Advocacy (Study on Gen Z Consumers at McDonald's Restaurant in Sidoarjo)
Pengaruh Digital Marketing Terhadap Keputusan Pembelian di Mediasi Online engagement dan Brand Advocacy (Studi pada konsumen Gen Z Restoran Mcdonald Sidoarjo)
DOI:
https://doi.org/10.21070/ups.9225Keywords:
Digital Marketing, Online Engagement, Brand Advocacy, Purchase DecisionAbstract
This study aims to analyze the effect of Digital Marketing on Purchasing Decisions with the mediating role of Online Engagement and Brand Advocacy on Gen Z consumers at McDonald's Sidoarjo. The research method used is descriptive quantitative with purposive sampling technique, involving 108 respondents who have made purchases at McDonald's Sidoarjo. Data was obtained through a questionnaire based on variable indicators measured using a Likert scale, then analyzed using PLS-SEM with the help of SmartPLS 3.0. The results showed that Digital Marketing has a positive and significant influence on Online Engagement, Brand Advocacy, and Purchasing Decisions. In addition, Online Engagement and Brand Advocacy also have a positive and significant effect on Purchasing Decisions. These findings confirm that Online Engagement and Brand Advocacy act as significant mediators in strengthening the relationship between Digital Marketing and Purchasing Decisions of Gen Z McDonald's Sidoarjo consumers.
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