Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at PT. Soltius Indonesia

Bismo, Aryo; Putra, Sukma; Melysa,

doi:10.1109/icimtech.2019.8843763

Cited by 16 publications

(18 citation statements)

References 4 publications

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“…However, the TPB model elements, e.g., perceived quality, perceived value, and self-brand image congruency, have a uniform effect on the core construct of self-concept in our context. Further, the result of (H3) is also consistent with prior studies, as OCE is realized as a strong predictor of platform preference and purchase intention [ 79 ]. Furthermore, this study found that OCE's mediating role among platform interactivity, self-concept, and platform preference is consistent with previous empirical studies and matches these results [ 16 ].…”

Section: Discussionsupporting

confidence: 87%

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Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

2022

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Due to the COVID-19 outbreak globally during 2020, the usage and virtues of food delivery apps (FDA) have increased immensely, facilitating the consumer to access the food and food providers to keep functioning. However, this study aims to investigate the enablers of online consumer engagement (OCE) and platform preference in the foodservice industry, keeping in view the moderating role of peer pressure by following uses and gratifications theory (UGT). The data were collected from 322 FDA's user in China during the COVID-19 lockdown and analyzed employing partial least-square structural equation modeling (PLS-SEM). PLS-SEM results revealed that consumer’s self-concept and platform interactivity affect OCE and platform preference. Further, OCE mediates the effect of the relationship between platform interactivity, self-concept, and platform preference. Furthermore, peer pressure significantly moderates the relationship between OCE and platform preference. This research contributes to the prevailing body of literature in a novel way by employing UGT on consumer behavior in the FDA. The study has value for online food businesses and implications for consumers, retailers, and practitioners to formulate and implement value-added strategies in a consumption-oriented emerging economy.

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Section: Discussionsupporting

confidence: 87%

“…OCE is realized as a predictor of platform preference, which leads to increase purchase intention [ 79 ]. The firm can interact, offer promotions, conduct surveys, post-valuable content, communicate, engage, and build better connections with customers for value addition [ 80 ].…”

Section: Research Model and Hypotheses Developmentmentioning

confidence: 99%

Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

2022

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“…According to Gautam and Sharma (2017), customers relationships related to social media marketing and consumer purchase intent provide value to customers to make decisions buying, in its practice SMMA has a strong influence and direct impact on customer buying intentions, (Aji et al, 2020), currently, to maintain marketing activities SMEs need a digital market as a strategy in customer engagement and purchase intentions (Bismo et al, 2019).…”

Section: Effect Of Smm On Pimentioning

confidence: 99%

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

Armawan¹,

Sudarmiatin²,

Hermawan³

et al. 2023

10.5267/j.ijdns

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The research analysis of the study was to determine the influence of Social Media Marketing, Service Quality, and eWOM on Purchase Intention (Black Sweet Coffee Shop) through Brand as mediation. The type of research is quantitative with a case study research design. The implementation of research was carried out in Indonesia, especially in the city of Balikpapan. The subject of the study was a sweet Black Café Consumer who had used sweet Black Products with a sample count of 518 using THE SPSS-SEM Amos 22. The results of this discovery show that there was a direct influence of social media marketing, SerQual, and eWOM on Purchase Intention. The theoretical implication of this study is to find additional knowledge about marketing strategies in the field of SMEs. and integrate marketing and technology capabilities to optimize social media marketing against the purchase intentions of SMEs consumers, especially coffee shop franchises.

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“…The Internet is an excellent medium for products or services exhibitions. In today's generation, many users go online either for leisure or for serious business (Bismo, 2019). By using digital marketing tools, companies have easy access to promote their product and build relationship with customers, suppress the expenditure, and increase sales volume.…”

Section: Introductionmentioning

confidence: 99%

RMS: E-Commerce Platform for Marble Industry in Romblon

Mariño¹

2023

RRJ

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Innovative marketing strategies had made a lot of improvements in different business industries. Utilization of the internet through various social media platforms and development of software applications have brought ease in promoting and selling products all over the world. However, not all merchants are able to conduct similar practice on due to technological and knowledge gaps. In the province of Romblon, where marble is famous, only few merchants use technology to market since few have resources and knowledge to manage such advancement. To address this, the study aimed to develop an online platform based on the Business-to-Consumers (B2C) hybrid market. Through this, marble marketers could advertise, sell, offer services, and earn profit using basic technological resources, in addition to the earnings in their physical shop. The online market features performance efficiency, functional feasibility, reliability, compatibility, usability, and portability of the system that ensure excellent functional operation and hassle-free services for the users. The system was launched and tested using the ISO/IEC 25010 that the overall result gives a satisfactory rating. Romblon Marble Shopping (RMS) system has been accepted and recommended to be of use by the municipal business marble industry sector as a step through in marble marketing for the province of Romblon.

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Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: a case study at PT. Soltius Indonesia

Cited by 16 publications

References 4 publications

Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop

RMS: E-Commerce Platform for Marble Industry in Romblon

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