Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

E-Promotion in The “Kopi Kenangan” Customers’ Purchase Decisions

Authors
Echo Perdana Kusumah, Ratih Huriyati, Puspo Dewi Dirgantari
Corresponding Author
Echo Perdana Kusumah
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.081How to use a DOI?
Keywords
brand familiarity, e-promotion, message, personal relevance
Abstract

E-promotions on social media can influence “Kopi Kenangan” customer purchasing decisions. Personal Relevance, Brand Familiarity, Message, and purchasing decision are variables to be studied, in this case, using the attention model. This study population is the resident of the city of Bandung, with a sample of 100 respondents. The sampling technique used is a non-probability sampling. The results showed that the Personal Relevance variable affected purchasing decisions. Brand familiarity stated that there was an influence on purchasing decisions. The dimension of message also shows a significant result but indicates a negative result.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
978-94-6239-424-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.081How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Echo Perdana Kusumah
AU  - Ratih Huriyati
AU  - Puspo Dewi Dirgantari
PY  - 2021
DA  - 2021/09/02
TI  - E-Promotion in The “Kopi Kenangan” Customers’ Purchase Decisions
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 407
EP  - 410
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.081
DO  - 10.2991/aebmr.k.210831.081
ID  - Kusumah2021
ER  -