Building a Strong Brand Image through Digital Marketing Strategies ion E-Commerce: The Mediating Role of Customer Engagement (Study on Gen Z Shopee Users).

This study investigates the influence of digital marketing strategies on brand image through the mediating role of customer engagement among Generation Z Shopee users in Bandung City. As e-commerce continues to grow rapidly, understanding how digital marketing drives engagement and brand perception becomes increasingly essential. Using a quantitative approach, data were collected from 400 respondents and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS (v.4.1.1.1). The results show that digital marketing strategies significantly influence both customer engagement and brand image, with engagement serving as a partial mediator. These findings highlight that interactive and personalized digital marketing activities in e-commerce enhance engagement and build a stronger brand image among Gen Z consumers.