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All Journal Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Manajemen Maranatha
Clarence, Clarence
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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DILEMATIS ANTARA PEMASARAN TRADISIONAL DENGAN PEMASARAN DIGITAL TERKAIT PERUBAHAN PERILAKU KONSUMEN: STUDI PADA MASA PANDEMI COVID-19 Clarence, Clarence; Yulianti, Yulianti; Halim, Christian; Sari, Puspa Ratna; Keni, Keni
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol 5, No 2 (2021): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v5i2.13237

Abstract

Niat membeli dapat dipengaruhi oleh pemasaran tradisional maupun digital. Penelitian ini memiliki tujuan untuk mengetahui pengaruh pemasaran tradisional dan digital, serta efek moderasi pandemi Covid-19 terhadap niat membeli vitamin. Dalam penelitian ini, sampel yang terkumpul sebanyak 245 respondenyang diperoleh dari kuesioner yang dibagikan secara online melalui google form. Untuk analisis data, penelitian ini menggunakan Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Hasil penelitian ini menunjukkan bahwa pemasaran tradisional dan digital memiliki pengaruh terhadap niat membeli. Sementara itu, pemasaran tradisional yang dimoderasi oleh pandemi Covid-19 tidak memiliki pengaruh terhadap niat membeli, namun hasil yang berbeda untuk pemasaran digital dimana pandemi Covid-19 memoderasi hubungan antara pemasaran digital dan niat membeli. Purchase intention can be influenced by both traditional and digital marketing. This study aims to determine the effect of traditional and digital marketing, as well as the moderating effect of the Covid-19 pandemic on the intention to buy vitamins. In this study, the sample collected was 245 respondents obtained from questionnaires distributed online via google form. For data analysis, this study uses Partial Least Square – Structural Equation Modeling (PLS-SEM) withSmartPLS software. The results of this study indicate that traditional and digital marketing have an influence on purchase intention. Meanwhile, traditional marketing moderated by the Covid-19 pandemic had no effect on purchase intention, but the results were different for digital marketing where the Covid-19 pandemic moderated the relationship between digital marketing and purchase intention.
Faktor untuk memprediksi purchase intention pada brand fashion Indonesia Clarence, Clarence; Keni, Keni
Jurnal Manajemen Maranatha Vol 21 No 2 (2022): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v21i2.4329

Abstract

Consumer buying intentions can be predicted by digital marketing, customer engagement, and customer perceived value. This study aims to empirically test digital marketing, customer engagement, and customer perceived value, as well as brand preference in mediating customer perceived value on purchase intention. In this study, the sample collected was 217 respondents. Data were collected and distributed by online questionnaires using Google form and data analysis of this research uses PLS-SEM method. The result shown by this study shows digital marketing and customer engagement can predict purchase intention. Furthermore, customer perceived value cannot predict purchase intention directly, but customer perceived value can predict consumer purchase intention through brand preference. The results of this study are expected to be able to help companies to make the right marketing strategies by taking into account the factors that can predict consumer buying intentions.
Co-Authors Halim, Christian Keni Keni Sari, Puspa Ratna Yulianti Yulianti