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Nursyamsi , Sari Endah
Fakultas Ilmu Komunikasi; Universitas Bhayangkara Jakarta Raya
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Journal : Journal of Management and Creative Business

 1 
DIGITAL MARKETING TO E-COMMERCE CUSTOMERS Nasaruddin Siregar; Sari Endah Nursyamsi; I Nyoman Tri Sutaguna; Geofakta Razali; Muhammad Yusuf
Journal of Management and Creative Business Vol. 1 No. 2 (2023): April : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1016.285 KB) | DOI: 10.30640/jmcbus.v1i2.944

Abstract

In this study, customer relationship management will be used as a mediating variable to examine the effects of digital marketing and trust on online purchase choices made by e-commerce customers in Bandung City. The participants or demographic in this study are online shoppers in Bandung City. For a structural equation model (SEM) that uses a formula of 9 times the number of indicator variables, which in this case is 138 samples, the requirement for selecting the number of samples is that it must be minimal. 1) Studies show that Bandung City's online purchasing behaviour, customer relationship management, digital marketing, and consumer trust are all satisfactory. 2) Customer relationship management in Bandung City is impacted by digital marketing for e-commerce. Trust is a factor in customer relationship management for e-commerce customers in Bandung City. 4) Online purchases made by Bandung City e-commerce customers are influenced by digital marketing.
Co-Authors Aditya Widiantoro Ari Sulistyanto Arief Syah Safrianto Arief Yanto Rukmana Citra, Nabila Sisilia Dewi , Nita Komala Dewi, Nita Komala Dian Sukmawati Filda Angellia Geofakta Razali Hani Astuti Hasyim Purnama Hasyim Purnama Hasyim Purnama I Nyoman Tri Sutaguna Imtinan Dindah Taqqiyah Junengsih Junengsih M, Sumarno Maria Jashinta Elisabet Hamboer Mayang Riyantie Melinda Kusumah Muhammad Syahri MUHAMMAD YUSUF Nasaruddin Siregar Nasaruddin Siregar Nasaruddin Siregar Ningrum, Endah Prawesti NITA KOMALA DEWI Nita Komala Dewi Nita Komala Dewi Novita Nurahlina Prawesti Ningrum, Endah Rina Sovianti Saeful Mujab Topan Hermanto Wandi Kurniadi