Tujuan penelitian ini adalah untuk mengetahui pengaruh e- promotion (context, communication, collaboration, connection) terhadap pembelian. Studi kasus pada Toko Ero Optik Banjarmasin. Penelitian ini menggunakan pendekatan kuantitatif. Populasi terdiri dari semua followers instagram @erooptikbjm. Sampel penelitian ditentukan 100 sebanyak 50 responden dengan metode insidental sampling. Teknik analisa data regresi linear berganda dengan bantuan software SPSS versi 22.0. Hasil penelitian ini menunjukkan, secara parsial variabel context (X1), communication (X2), collaboration (X3) memiliki pengaruh signifikan terhadap pembelian konsumen. Namun variabel connection (X4) pengaruhnya tidak signifikan terhadap minat beli konsumen. Secara simultan variabel context (X1), communication (X2), collaboration (X4) dan connection (X4) mempunyai pengaruh signifikan terhadap minat beli konsumen. Variabel communication (X2) memiliki pengaruh yang paling dominan terhadap minat beli konsumen. Artinya, kemajuan teknologi dapat dimanfaatkan oleh pemasar maupun pembeli untuk bertransaksi dengan lebih mudah, cepat, murah dan praktis melalui media social. Variable connection tidak signifikan pengaruhnya karena dalam transaksi barang coneksi tidak diperlukan, yang terpenting adalah komunikasi seperti pada hasil statistic koefisien beta variable communication yang paling dominan atau paling berpengaruh terhadap keputusan konsumen untuk membeli produk. Diskusi, kommunikasi yang baik melalui intensitas dan media yang tepat sasaran, bisa ditingkatkan menjadi relasi yang baik antara pembeli dan pemasar, dengan demikian, ditunjang oleh spesifikasi produk yang sesuai maka koneksi/relasi bisa jadi memiliki kontribusi besar terhadap pembelian.
The main target of eco-friendly homes is reducing and eliminating its negative environmental impact by improving the design and construction. Among young consumers, ecofriendly homes are the best solution to preventing continuous environmental damage. However, young consumers have many background factors that come into play when deciding to purchase an eco-friendly home that are internal and external. The empirical findings from the previous research demonstrated that the environmental knowledge and culture values affected the consumer in terms of their green purchase behavioural intention as in the extended Theory of Planned Behaviour (TPB) determinant. The objective of this study is to investigate whether the environmental knowledge and cultural values of the young buyers' affects their purchase intention when it comes to an ecofriendly home. Using a quantitative approach and survey design by distributing a questionnaire, the respondents for this study were made up of 200 prospective young buyers within the eco-friendly home development concept in Malang and Surabaya. This study found that environmental knowledge positively influenced young consumer purchase intention as well as the culture value variable. Overall, the results provide empirical evidence on the importance of environmental knowledge and the culture value for young consumers when related to their eco-friendly home purchase intention. Therefore, the stakeholders of eco-friendly home development should more aware of and seek to improve young consumer knowledge and the culture value when focused toward the ecofriendly home concept in order to succeed at sustainable development.
This study examines the role of the community for the development of micro and small enterprises in Banjarmasin, Indonesia. The research aims to explore the benefits of information exchange among community members and explore the community utilization for the development of their business. The research also aims to review the role of community for the members. This research is a qualitative research using phenomenology approach. Research objects are community members of micro and small enterprises, while Informants in this study amounted to 5 (five) people consisting of two micro entrepreneurs and 3 three small entrepreneurs. The research analysis tool used is Phenomenology. The results of this study indicate that the interaction of micro and small business community members through WhatsApp (WA) group is very dynamic. The networking that occurs among community members is not only a common friendship but also sharing of business information, business transactions, and business partnerships. Community members feel very helpful in doing business with the community existence. Many members increase their sales turnover because they are actively involved in WA group. This is because trough WA group, the community members can promote their products and/or services freely. Furthermore, information sharing is regularly done through WA groups, such as business plan preparation training, exhibition activities, access to cheap and quality raw materials, potential business opportunities, financial governance, and business legality management. Hence, community can bridge connectivity among members, resulting in a growing sense of togetherness and loyalty among them.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.