THE EMPIRICAL DATA OF DIGITAL MARKETING INFLUENCES CUSTOMER LOYALTY THROUGH CUSTOMER ENGAGEMENT: A CASE STUDY OF TT COMPANY IN CHINA

Abstract

This research aims to investigate the influence of digital marketing on customer loyalty at TT Company in China through customer engagement. The population consisted of customers of TT Company in China who have purchased products through online platforms more than three times. The sample size used in this research consists of 385 samples. The questionnaire was administered to collect the data. The sampling method employed in this research is non-probability sampling, specifically purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results found that digital marketing significantly influences customer loyalty through customer engagement, with a statistical significance level of 0.000 and a predictive power of 72.8%.