This study examines the impact of digital marketing on purchase intention
in Sociolla website and application, using customer relationship management as
mediation variable. The survey used an online questionnaire (Google Forms) were
administered using a 5-point likert scale. Purposive sampling was used to obtain
data from 162 respondents who had accessed Sociolla website or Soco application
at least once The data was analyzed using SmartPLS version 3.2.9 with a partial
least squares structural equation model (PLS-SEM). The study found that digital
marketing positively affect customer relationship management, followed by
customer relationship management positively affect purchase intention.
Furthermore, customer relationship management are able to mediate the effect
between the two constructs.