Digital Marketing Strategies and Social Media Engagementon Purchase Intentions for Private Memorial Lots Among Young Adults
DOI:
https://doi.org/10.54536/jcbmm.v2i1.8258Keywords:
Digital Marketing Strategies, Private Memorial Lots, Purchase Intention, Social Media Engagement, Young AdultsAbstract
This study examined the influence of digital marketing strategies and social media engagement on the purchase intentions of young adults toward private memorial lots in Bukidnon, Philippines, employing a descriptive-correlational research design. Data were gathered from 440 young adults residing in Malaybalay City and Valencia City through stratified random sampling using a validated researcher-made questionnaire (Cronbach’s α = 0.929 for Digital Marketing Strategies and α = 0.973 for Social Media Engagement). Digital marketing strategies were measured through content strategy, engagement strategy, and advertising strategy, while social media engagement was assessed through consumption, contribution, and creation. Purchase intention served as the dependent variable. Results revealed that digital marketing strategies were perceived as effective (M = 3.06), while respondents exhibited a moderate level of social media engagement (M = 2.65). Purchase intention toward private memorial lots was generally low despite respondents expressing favorable perceptions toward digital marketing activities (M = 3.03). Pearson correlation analysis indicated significant positive relationships between digital marketing strategies and purchase intention (r = .595, p < .001) and between social media engagement and purchase intention (r = .497, p < .001). Multiple regression analysis further identified engagement strategy (β = .344), advertising strategy (β = .176), and social media creation (β = .245) as significant predictors explaining 40.1% of the variance in purchase intention (R² = .401). The findings demonstrate that effective digital marketing and meaningful online engagement significantly influence young adults’ purchase intentions toward private memorial lots, highlighting the importance of interactive communication and consumer-generated content in promoting memorial planning.
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