The Effect of the Effectiveness of E-commerce Applications and Promotion Media on Public Purchase Interest to Increase MSMEs in Indonesia in the Middle of the Covid-19 Pandemic Brand Image Mediated (original) (raw)
Related papers
Digital Marketing and Brand Image To Increase Consumer Purchase Interest
Jurnal Manajemen Industri dan Logistik
The digital marketing implemented optimally will improve the positive perception of the consumer candidates so that it develops a strong brand image impacting at an interest in buying. How the institution maximizes the digital marketing function and how the institution's brand in the mind of the candidates might influence the interest of the students to become the students of the institution have become the phenomenon interesting to research. This research aims to assess the influence of digital marketing and brand image on buying in the students of tutoring institutions in Bandung. The research method used in this research is multiple linear regression. The analysis units used in this research are the students of tutoring institutions in Bandung. The sample-taking way is done using simple random sampling. The value of the coefficient 1 = 0.466 and 2 = 0.457 and the value of F value is 710.596. The result shows that digital marketing and brand image influence interest in b...
The Effect of Selected Marketing Activities and Promotions on the Consumers Buying Behavior
Business: Theory and Practice, 2022
The core purpose of this study is to determine the impact of electronics marketing (word of mouth), perceived value, and social networking on customer buying behaviour through customer trust in the context of cosmetic industry of Jordan. To accomplish the main research objective, the study has followed SEM technique for analysing collected data. For data collection, the use of survey questionnaire has been made, in which data was collected from total 223 respondents. The results of this study confirm the significant impact of perceived value on customer trust and customer buying behaviour, whereas electronic marketing (word of mouth) was found to have insignificant impact on both customers buying behaviour and customer trust. Findings also revealed the significant impact of social networking networks on customer buying behaviour. However, its impact on customer trust was insignificant. With respect to mediating effect, customer trust significantly mediates the association between pe...
Review of Management and Entrepreneurship, 2019
The purpose of this study was to determine whether the advertising impacts brand image and purchase intention. This study used purposive sampling because it is adaptable and suited to the research objectives. The validity and reliability had been tested. Hypothesis testing used Structural Equation Modeling. The results were (1) advertising (X1) has an effect on brand image (Y1) with the value of Critical Ration brand image is 5.776 with a probability of less than 0.05, (2) advertising (X1) have no significant effect on purchase intention (Y2) with Critical Ration value of 1.052 and a probability 0.293, and (3) brand image (Y1) has an effect on purchase intention (Y2) with the value of Critical Ration of 4.174 and a probability value of less than 0.05.
This research aims to analyze the influence of viral marketing, endorsements and price on purchasing interest through brand image among Wardah cosmetics consumers in the Tapal Kuda area, East Java. This research uses the Explanatory Research type. The population used as the basis for this research is people in the Tapal Kuda area with an interest in beauty products, one of which is the Wardah brand. The respondents used as samples were consumers of cosmetic products who live in the Jember, Bondowoso, Lumajang, Banyuwangi, Probolinggo and Situbondo areas. The sampling method used in this research is Non Probability Sampling, with a purposive sampling technique. Based on the calculation above, the sample taken from the research obtained was 147.23 rounded up to 148 people. The data analysis method uses Structural Equation Modeling (SEM) with the SmartPLS application. The research results show 1) Viral Marketing has a significant effect on consumer buying interest, 2) Endorsements have a significant effect on buying interest, 3) Price has a significant effect on buying interest, 4) Brand Image has a significant effect on buying interest, 5) Viral Marketing has a significant effect on brand image, 6) Endorsements have a significant effect on brand image, 7) Price has a significant effect on brand image, 8) Brand Image mediates the effect of viral marketing on purchase intention, 9) Endorsements mediates the effect of price on purchase intention, 10) Brand Image mediates the effect of price on our purchase intention.
The Effect of Restaurant Promotion on Consumer Intention to Buy in Jakarta
Indikator, 2023
A consumer has the urge to buy a product, so that consumer already has an interest in buying a product. To attract consumers to buy, producers will communicate by promoting their products either online or offline. In this study, the method used by the author is a quantitative method. The type of research used is associative research, namely research that aims to determine the effect of one variable on another. This study aims to find out how promotion is at restaurants in Jakarta, to find out how much consumer buying interest is towards restaurants in Jakarta, to find out how much influence promotion has on consumer buying interest on buying interest at restaurants in Jakarta. This research was conducted in the city of Jakarta which took place in May 2022. The research population was taken from consumers in the city of Jakarta. The results of this study indicate that the research conducted and disseminated through questionnaires influence of promotion on consumer buying interest in Jakarta is positive, which means that promotion has an effect on consumer buying interest in Jakarta.
A COMPARITIVE STUDY OF " EFFECTIVENESS OF PROMOTION & CROSS SELLING ON THE BASIS OF
Fast moving consumer goods are also known as consumer packaged goods are generally bought frequently by the customers as they are small in value but together form a major part of consumer's wallet. A customer is " loyal " to a brand or a company if they have a positive ,preferential attitude toward it .A person who shops at a same place regularly is " behaviourally " loyal, while a person who tells others how great a product is, or simply feels really positive about the brand him or herself internally, is " attitudinally " loyal. Repeat Purchase also known as Repurchase or Replacement Sale is when consumer purchases the same brand that replaces the previous purchase which is already consumer. Brand loyalty can be measured through repeat purchase of the brand. In order to increase repeat purchase there is need to pay more attention to customers than competition then only repeat purchases can be garnered. Either as salesperson or a corporate, repeat sales are necessary to make profits. Statistics have shown that it costs more to attract new customers than to retain existing customers because of high costs of advertising and promotion .The research has been Descriptive in nature as it seeks to discover ideas and insight to bring out new relationship based on previous findings in other organizations. This research paper mainly attempts to study the effectiveness of cross selling and promotion on Repeat purchase. Various statistical tools have also been applied like Principal Component Analysis, Regression analysis and Structured Equation Modeling to analyze the data using software for Statistical Package for Social Sciences (SPSS) 16.0. Another focus of this paper is to measure the experience of habit with respect to FMCG industry through key factors like time, social setting and location .
2022
Television advertising is one of the most effective methods used by companies to introduce and give information about a product to their target consumers. However, as technology advances in the early 2000s, the number of internet users in the world and Indonesia has increased annually. There are currently 160 million Indonesian people who are actively using social media, whose spending 3 hours 26 minutes using social media and 3 hours 4 minutes watching television. The current study was carried out in investigating the effect of television advertising, social media, and brand image on consumers' decisions in purchasing new products. In this case, the researcher collected data from 250 respondents who used aromatherapy wind oil throughout Indonesia. The results of this study are expected to be used to improve the manufacture of advertising media plans that will be used by companies in the current digitalization era. The results of this study indicated that the role of television advertising greatly influences purchasing decisions compared to Instagram social media for a new product.
Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)
Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia, 2022
The existence of a pandemic that has hit the world has changed many rules of human life, including those related to business. Businesses that bring together sellers and buyers directly (offline) are turning into online sales and purchases. This condition is known as the digital era. In this digital era, social media increasingly has an important role as a business tool. The change from offline to online has an impact on consumers in making purchases of a product. Online shopping is increasing. Problems that arise as a basis for consideration for making online purchases include promotional factors, brand image, and brand awareness so that the plan of the purpose of this study is to analyze the influence of promotion, brand image, and brand awareness on online purchasing decisions. Respondents in this study were consumers who had shopped for fashion products using an online platform with a minimum age of 17 years. The plan is to collect data using questionnaires that are distributed online to consumers who live around the Muhammadiyah University of Purwokerto. The data will be analyzed using multiple linear regression using SPSS. The expected results are both simultaneously and partially, promotion, brand image, and brand awareness have a positive effect on online purchasing decisions.
https://www.ijrrjournal.com/IJRR\_Vol.9\_Issue.12\_Dec2022/IJRR-Abstract71.html, 2022
In this era of industrial revolution, it has changed many areas of human life. Currently the internet has become a necessity for many people, the benefits of the internet in general are to obtain unlimited broad information on individual, social and business or worker information that can be obtained through internet access. IndiHome is a telecommunications company authorized by PT. Indonesian Telecommunications. Officially, in 2015, Indihome was launched and became the main project of the company PT. Telkom Indonesia. Currently, Indihome has many branches, including in Medan City. The purpose of this study was to analyze the effect of product differentiation and price on purchasing decisions through brand image on Indihome products, the telecommunications business area of Medan. This type of research is associative research. The population as of December 2021 is 255,460 people. The sample size was determined using the Slovin formula so that a total of 400 people was obtained. The sampling technique in this study was non-probability sampling, namely accidental sampling. Data analysis was carried out through PLS-SEM using the SmartPLS program. The results showed that product differentiation, price and brand image each had a significant positive effect on purchasing decisions. Product differentiation and price have a significant positive effect on brand image. Indirectly product differentiation has a significant positive effect on purchasing decisions through brand image and price has a significant positive effect on purchasing decisions through brand image.
Cause Related Marketing: A Study on Purchase Intention
Indian Journal of Applied Research, 2011
The framework presented in this paper suggests two major mediators that predict the Cause Related Marketing and purchase decision relationship; corporate image and brand attractiveness. A study of 278 students from universities and colleges of Pakistan provide basis for empirically defining the key role of above mentioned two mediators between Cause Related Marketing and consumer purchase decision. By studying the proposed framework, clear and real understanding of Cause Related Marketing and consumer purchase decision will help future researchers to further add new knowledge to the current understanding. For the proposed study, self-administered questionnaires developed on five-point Likert scale have been distributed in selected colleges and universities of Pakistan. To test the hypothesized relationships presented in theoretical model AMOS-18 (Analysis of Moment Structures) has been used. In the end, the important sections as conclusion, limitations and recommendations are provided. This study provides empirical results specifying the relation of Cause Related Marketing and consumer purchase decision and extents the findings to get to the mediating role of corporate image and brand attractiveness. All the findings of the paper show the significant results of the relationship among Cause Related Marketing and purchase decision of the consumer mediated by corporate image and brand attractiveness.