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Ekonomi Bisnis
Published by Universitas Gunadarma
ISSN : 0853862X     EISSN : 20898002     DOI : http://dx.doi.org/10.35760/eb
Core Subject : Economy, Science, Social,
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Jurnal Ilmiah Ekonomi Bisnis is a journal through a peer-review process. Jurnal Ilmiah Ekonomi Bisnis is intended for academics and researchers to publish their articles which is an original text that has not been published in another journal. The focus and scope are in the fields of management, economics and accounting.Jurnal Ilmiah Ekonomi Bisnis is a journal through a peer-review process. Jurnal Ilmiah Ekonomi Bisnis is intended for academics and researchers to publish their articles which is an original text that has not been published in another journal. The focus and scope are in the fields of management, economics and accounting.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 11 Documents
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Search results for , issue "Vol 28, No 2 (2023)" : 11 Documents clear
DIGITAL MARKETING COMMUNICATION: A CASE STUDY OF COVID-19 PURCHASING DECISION RELATED TO SOCIAL MEDIA AND E-WOM Sri Murtiasih; Erny Pratiwi; Masodah Masodah; Purnawarman Musa
Jurnal Ilmiah Ekonomi Bisnis Vol 28, No 2 (2023)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2023.v28i2.7931

Abstract

The COVID-19 pandemic that occurred all across the globe affected the economy. The firm is responsible for promotions, and clients use different types of technology to make purchases. Digital marketing employs social media to promote a product using electronic communication tools, which assist customers in making better-educated buying choices and persuade them to purchase a product or service. This study used purposeful sampling to acquire data, and the sample size was computed using answers from 441 participants who completed online surveys. Participants must be at least 20 years old and active purchasers in the retail internet industry. The suggestion indicates that customers may obtain a product or service via social media or e-WOM. Our SEM-based analysis revealed conformity with the value CFI is 0.954, the value RFI is 0.918, the value NFI is 0.931, and the value RMSEA is 0.066.  Consequently, advertising using digital marketing on social media during the COVID-19 epidemic has substantially influenced consumers' purchasing decisions.

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