Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)

The Effects of Social Media, Email Marketing, Website, Mobile Applications Towards Purchase Intention - Consumer Decisions

Authors
Natasha, Zunvindri, Edi Abdurachman
Corresponding Author
Natasha
Available Online 8 March 2021.
DOI
10.2991/aebmr.k.210305.002How to use a DOI?
Keywords
Digital Marketing, Purchase Intention, Consumer Decision
Abstract

This study is to understand the effects of digital marketing towards purchase intention that creates consumer decision. Digital marketing strategies that being used in this research consist of email marketing, website, mobile application and social media. Digital marketing is proven to have 71.74% of effect towards purchase intention. Social media (p-value: 0.0004) & website (p-value: 0.0017) are the most effective digital marketing strategies, while newsletter and mobile application don’t bring that same effect. Purchase intention is also proven to have effect of 63.18% towards consumer decision.

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 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
8 March 2021
ISBN
10.2991/aebmr.k.210305.002
ISSN
2352-5428
DOI
10.2991/aebmr.k.210305.002How 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  - Natasha
AU  - Zunvindri
AU  - Edi Abdurachman
PY  - 2021
DA  - 2021/03/08
TI  - The Effects of Social Media, Email Marketing, Website, Mobile Applications Towards Purchase Intention - Consumer Decisions
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 10
EP  - 12
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.002
DO  - 10.2991/aebmr.k.210305.002
ID  - 2021
ER  -