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Journal : Journal of Humanities and Social Studies

Influence of Mobile Marketing on Customer Purchase Intentions in Emerging Market Arifin, Andi Harmoko; Khotimah, Khusnul; Supriyadi, Asep; Fauzi, Rizal Ula Ananta; Sinaga, Hommy Dorthy Ellyany
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 1 (2025): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i1.12303

Abstract

This study aims to analyze the influence of mobile marketing on consumer purchase intent in emerging markets through a meta-analysis approach. As mobile technology penetrates and the use of the internet on mobile devices, mobile-based marketing strategies are becoming increasingly important, especially in developing countries. The study synthesizes 10 empirical research results published between 2022 and 2025 that meet inclusion criteria, such as topic relevance, completeness of statistical data, and focus on emerging market contexts. The analysis was conducted using a random effects model, which showed that mobile marketing had a significant positive influence on consumer purchase intent (Hedges' g = 1.029; p 0.001), with a moderate effect size. The moderator's analysis showed that factors such as ad personalization, interactivity, and digital literacy levels were variables that strengthened the relationship. The results of this study provide evidence that contextually designed mobile marketing strategies can increase marketing effectiveness in emerging markets, as well as be an important contribution to the digital marketing literature in the digital economy era.
Co-Authors ., Vitalis Aan Hasanah Abdurrohman, Abdurrohman Agus, Ceng Ahmad Solihin Al Husain, Muhammad Fajrul Islam Al-iqram, Iik Alawi, Dindin Albanius, Rodi Aminah, Sofiatul Andewi Suhartini, Andewi Andi Harmoko Arifin Andrean, Muhamad Lutfi Andrianus Andrianus, Andrianus Anjarwati, Retno Anugerah, Filla Alifia ARDIANSYAH ARDIANSYAH Ardiansyah, Refani Arfan ., Arfan Arifin, Bambang Samsul Arsita, Erra Aryanti, Melisa Vania Aryanto Aryanto Azhari, Adli Budiman, Banyu Sugara Chrisna Djaja Mungok Chrisna Djaya Mungok Danial, M. Eddy Samsurizal Elvira Elvira Erni Haryanti Erwin Sutandar Fanangkah, Cornelius Wisnu Aji Fauzi, Rizal Ula Ananta Figo, Luis Gunawan, Ardi Hafidz Akbar Halim Harbi, Dani Darul Hardianto, Raditya Hasan Basri Hasanah, Misadatul Heri Priyanto, Heri Herwani . Honggo, Eko I Gusti Ngurah Antaryama Ilmiah, Danabillah Indrayuni, Putri Iqbal, Aji Muhammad Ismunandar, Harri Junanah ., Junanah Karsa, Dede khusnul khotimah Kiswandi, - Kusuma, Rizki Ridha Lestari, Arfena Deah Lusiana Lusiana M Indrayadi M Yusuf M. Yusuf Mardiana, Yosep Marta, Angga Mayasari, Annisa Meddy Danial, Mochammad Meirany, Jasisca Mochammad Imron Awalludin Mochammad Meddy Danial Mohamad Erihadiana, Mohamad Muhammad Yusuf Mungok, Crisna Djaja Mustafa, Izzuddin Najili, Hakin Natsir, Nanat Fatah Nawwardi, Irfan Ningsih, Indah Wahyu Nuraeni, Lina Nurjaman, Jajang Nurwadjah, Nurwadjah Odie Sulung, Odie Permadi, Dandi Mughni Powerija, Ing Cahya Prastyo, Yudi Putra, Chaello Agries Putri Fazriyanti, Putri Rahmanto, Fiqih Ramadhan, Fahmi Izzulhaq Rendy Bayu Aditya Ruswandi, Uus Salsabila, Niswa Samsul Saputra, Oktorio Sari, Ahmad Selvialesti, Jessy Septiawan, Andre Kurnia Setiawan, M. Imam Sinaga, Hommy Dorthy Ellyany Siregar, Nathanael Bagaskara Sitohang, Maria Septhree Winna Sucipto, Hari Suhendra Suhendra Sulistiyo, Pupung Sutomo, Yogi Ilham Syah, Muhibbin Tyas, Ajeng Asrining Umar Umar Wardana, Alifia Ayu Widodo Brontowijoyo, Widodo William, Devin Edgar Yosafat, Aditya Ando