Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality, and E-Satisfaction for Generation Z Students?

Authors

  • Freddy Pandapotan Simbolon Bina Nusantara University
  • Lena Yanti Binus University

DOI:

https://doi.org/10.21512/tw.v22i1.6970

Keywords:

customer engagement, social media marketing, e-service quality, e-satisfaction

Abstract

The goal of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. The research was conducted at Bina Nusantara University (Binus) with a sample of 100 students  from Generation Z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. The findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement.  Therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities.

Dimensions

Plum Analytics

Author Biography

Freddy Pandapotan Simbolon, Bina Nusantara University

Management Department

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2021-03-30
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