Journal the Winners, Vol 22, Iss 1 (2021)
Bina Nusantara University, 2021.
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.
https://journal.binus.ac.id/index.php/winners/article/view/6970; https://doaj.org/toc/1412-1212; https://doaj.org/toc/2541-2388