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All Journal Jurnal Ilmu Manajemen TECHNOBIZ : International Journal of Business Prima Ekonomika : Jurnal Ekonomi dan Bisnis MOTIVASI Jurnal Manajemen dan Bisnis International Journal of Business, Management and Economics Jurnal Nasional Manajemen Pemasaran dan SDM International Journal of Marketing and Human Resource Research Dynamic Management Journal Journal of Islamic and Muhammadiyah Studies Journal of Management Studies and Development (JIMBE) SULUH ABDI : Jurnal Ilmiah Pengabdian Kepada Masyarakat Jurnal Kajian Ekonomi dan Manajemen Indonesia
Asiati, Diah Isnaini
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Journal of Management Studies and Development

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Understanding E-Paper Engagement: The Interplay of Product, Promotion, Culture, and Social Contexts in the Digital News Market Asiati, Diah Isnaini; Herdiyan
Journal of Management Studies and Development Vol. 4 No. 02 (2025): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jmsd.v4i02.923

Abstract

The rapid development of technology has compelled the media industry to shift toward digital-based platforms. Achieving success in this transition requires an effective strategy that considers consumer behavior variables. Given that consumers respond differently to technology, it is essential to identify behavioral factors that have the potential to significantly impact digital media access. This study aims to examine the influence of product and promotional strategies on the decision to purchase e-paper from Bisnis Indonesia, with cultural and social characteristics of consumers as intervening variables. Products and promotions are external stimuli that influence consumer behavior and are shaped by the strength of individual cultural and social contexts. An associative research design was employed to test the hypotheses, involving 155 e-paper subscribers of Bisnis Indonesia from ten representative cities. Primary data were collected through questionnaires, and Structural Equation Modeling (SEM) was used for analysis via LISREL software. The results indicate a positive and significant effect of product and promotional variables on purchasing decisions, which is further strengthened by cultural and social consumer characteristics. Overall, the model explains 89% of the variance in the purchase decision variable.
Co-Authors Ade Putra Al-Azhar, Muhammad Yudha Alden Argina, Alden Anggini, Lia Astuti, Maidiana Azminudin, Ulul Choiriyah Choiriyah Dwi Puspita Sari, Dwi Puspita Ersi Sisdianto fatimah Fatimah Fitantina Fitriah, Wani Handayani, Maidiana Astuti Hariansyah, Adi Harsono Harsono Hendrik Hendrik Hendro, Omar Herdiyan Herdiyan, Herdiyan Idris Idris Indawan Syahri Kevin, Haminsyah Lesmana, Fadli Lesmana, Redy Mardiana Puspasari MISMIWATI, MISMIWATI MISMIWATI Moelyatie, Trisniarty Adjeng Murni, Shantri Dewi Nopriyansah, Reza Nurhidayat Nurhidayat Oktariansyah, Muhammad Hafiz Pratiwi, Juriyah Rusmarani, Elvira Saputra, Darwin Saputra, Fadli Sartika, Lusi SRI RAHAYU Usman, Hamid Yamaly, Fadhil Yamaly, Fadly Zaleha Trihandayani