Intention to buy, interactive marketing, and online purchase decisions

Abstract

The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.

Social Media Marketing Effect towards Purchase Decision at the Embroidery MSMEs in Tasikmalaya

“…This can be seen from the positive regression coefficient value of 0.143 with the t-count value smaller than the t-table value (0.901 < 1.985). The findings in this study rejected the results of research conducted by Pasharibu, et al (2020) entitled "Intention to buy, interactive marketing, and online purchase decisions" in which the results indicate that interactive marketing significantly influences purchasing decisions.…”

The Effect of Gamification and Technology Acceptance Model (TAM) towards Intention to Buy in Online Travel Agent Traveloka

“…The term "intention to buy" refers to the state of mind a customer is in before making a final decision to buy. These claims are corroborated by studies cited in Pasharibu et al (2020), such as those conducted by Nurvidiana et al, Putra et al, Septifani et al, and others. The word "gamification" (Marczewski in Aulia et al, 2021) first appears in the early 2000s, and its popularity skyrockets beginning in the early 2010s (Deterding et al ;Werbach and Hunter in Aulia et al, 2021). Gamification, as stated by Seaborn and Feels, serves to inspire realworld behavior or ideas through the provision of an experience outside of the traditional gaming context (Seaborn and Feels in Aulia et al, 2021).…”

“…The goals of this study are twofold: (1) to determine if there is a correlation between gaming and purchase intent on Traveloka, and (2) to determine if there is a correlation between the Technology Acceptance Model and purchase intent on Traveloka. purchase, as defined by Schiffman and Kanuk in Pasharibu et al (2020), is an appropriate measure of customer sentiment toward products and services. Additionally, Schiffman and Kanuk in Pasharibu et al (2020) mentioned that five indicators can be used to measure intent to purchase, including (1) interest in learning about a related product, (2) consideration to purchase, (3) interest in trying the product, (4) interest in learning about the product, and (5) interest in owning the product.…”

“…purchase, as defined by Schiffman and Kanuk in Pasharibu et al (2020), is an appropriate measure of customer sentiment toward products and services. Additionally, Schiffman and Kanuk in Pasharibu et al (2020) mentioned that five indicators can be used to measure intent to purchase, including (1) interest in learning about a related product, (2) consideration to purchase, (3) interest in trying the product, (4) interest in learning about the product, and (5) interest in owning the product. Transactional interest (the propensity to make a purchase), referral interest (the propensity to recommend the product to others), preference interest (the propensity to use the product more often than others), and exploratory interest (the propensity to learn more about the product) (Ferdinand in Pasharibu et al, 2020).…”

Pengaruh Soft Selling dalam Media Sosial Instagram dan Celebrity Endorse Terhadap Keputusan Pembelian

“…Hal ini didukung dengan penelitian yang dilakukan oleh Faizaty & Laili (2021) yang menyebutkan bahwa softselling berpengaruh signifikan terhadap keputusan pembelian. Hal ini diperkuat dengan hasil penelitian yang dilakukan oleh Pasharibu et al, (2020) bahwa penjualan yang dilakukan dengan pemasaran yang melibatkan langsung calon konsumen akan lebih besar peluang mempengaruhi calon konsumen tersebut untuk membeli produk yang ditawarkan.…”