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The Mediating Effect of Omnichannel and Time of Engagement on the Relationship Between Consumer Engagement and Purchase Intention for Digital Products

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Inasari Widiyastuti

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

Abstract

The development of omnichannel poses a challenge in building consumer engagement that influences the purchase intention of digital products. This study aims to investigate the influence of consumer engagement (CE) on purchase intention (PI) with the mediation of omnichannel (OC) and time of engagement (TE). The methodology used is an online survey with purposive sampling involving 144 respondents who have purchased digital products. The results reveal that omnichannel and time of engagement collectively mediate the influence of consumer engagement on purchase intention. However, time of engagement alone does not directly impact purchase intention, and consumer engagement also does not have a direct effect. The result also shows the importance of omnichannel in marketing strategies to enhance purchase intention.

Suggested Citation

  • Inasari Widiyastuti & Ratih Hurriyati & Heny Hendrayati, 2025. "The Mediating Effect of Omnichannel and Time of Engagement on the Relationship Between Consumer Engagement and Purchase Intention for Digital Products," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 626-632, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_72
    DOI: 10.2991/978-94-6463-817-2_72
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