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All Journal JURNAL SAINS PEMASARAN INDONESIA Journal of Management Branding
Alim, Taqdirul
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Economics, Econometrics & Finance Education

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Shopping Behavior Webrooming in Fulfilling Individual Needs From A Perspective Self-Determination Theory Rahma, Resita Septia; Ramdan, Abdi; Mawar Firdausi, Asri Sekar; Alim, Taqdirul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.214-228

Abstract

The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior
Pengaruh Digital Marketing, Harga, dan Diskon Terhadap Keputusan Pembelian Paket Internet dalam Aplikasi Axis di Kabupaten Magelang Nurlaila, Nindi Setya; Murtini, Mukti; Alim, Taqdirul
Journal of Management Branding Vol. 2 No. 2 (2025): Journal Of Management Branding
Publisher : Pascasarjana Universitas Muhammadiyah Mamuju

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71326/jmb.v2i2.91

Abstract

The development of digital marketing technology in the telecommunications sector has changed the way axis company interacts with customer. The purpose of this study is to determine the effect of digital marketing, prices, and discount on the decision to purchase internet packages in the Axisnet application in the Magelang Regency. The sample of this study is users or customers who use and buy internet packages in the Axisnet application. while the sampling method used is purposive sampling, namely Axisnet application users. Data collection in this study was carried out by distributing questionnaires to Axisnet application users. The number of respondents collects was 100 people. The data was then processed using SPSS 30 program. Based on the results of the research that has been done, it can be concluded that digital marketing, prices, and discounts have a simultaneous effect on the decision to purchase internet packages in the Axisnet application
Co-Authors Mawar Firdausi, Asri Sekar Murtini, Mukti Nurlaila, Nindi Setya Ramdan, Abdi Resita Septia Rahma