Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at PT. Soltius Indonesia

Abstract

Along with the development of Internet and technology users in Indonesia, one of the marketing approaches that can be use by company to approach customers is digital marketing, while social media and email marketing are digital marketing tools that the most suitable for Indonesia market nowadays. Beside of the easiness and robustness, social media and email marketing are digital marketing tools that have correlation and effectively building customer engagement. A company that can build a good engagement with customers will have a higher purchase intention compare with company who do not have a good customer engagement. On the other hand by using digital marketing tools it will provides several benefits for a company such as easy access to promote their product and build relationship with customers, suppress the expenditure, also effecting on the increase of sales volume. PT. Soltius Indonesia as ICT (Information and communications technology) company, will be the object on this research to determine the relation within social media, email marketing, customer engagement, and purchase intention inside the company, this research conducted by researchers to be able to find the theoretical confirmation among variables and find suitable implication to maximize the result of the research, that can be use by companies in general for the long term cause. This research conducted on 100 respondents and distributed through online questionnaire. Respondents are potential buyer of PT. Soltius Indonesia which already contacted via chat box (Jivochat). SEM-PLS method used to determine the effect and correlation of each variables, which calculated with Smart PLS v3.2.7 as statistical tool. The main objective of this research is to determine the impact of digital marketing especially social media and email marketing on how this tools give an effect to customer engagement, which will also give an impact to purchase intention.