Purchase intention through search engine marketing: E-marketplace provider in Indonesia

Mudjahidin,; Sholichah, Nur Laili; Aristio, Andre Parvian; Junaedi, Lukman; Saputra, Yudha Andrian; Wiratno, Stefanus Eko

doi:10.1016/j.procs.2021.12.160

Cited by 12 publications

(8 citation statements)

References 23 publications

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“…With the current advancement of communication technology, previous studies related to marketing communication channels and purchasing behavior place more focus on web-based marketing, such as e-marketing [22][23][24] and social media [25,26]. The growth of mobile technology has gained the attention of researchers in the marketing field to study the application of mobile AR technology in encouraging purchasing behavior.…”

Section: Marketing Communication Channelmentioning

confidence: 99%

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

Ibrahim

Boying

Rahim

et al. 2023

Human Behavior and Emerging Technologies

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Rapid emergence of technology communication has demanded the business organization to adapt with the most optimal marketing approach to ensure long-term survival in the modern business environment. Research on technologies adaptation in relation to marketing were conducted in various sectors in order to study the marketing communication channels in persuading targeted customers to purchase the selling products or utilize the services offered in the market. In contrast, the advancement of technology was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote their selling house. Accordingly, this research is aimed at investigating the effect of marketing communication channels via the adoption of AR to encourage the intention to purchase among the targeted house buyers. A total of 130 booklets of survey forms were distributed using the self-administered method along with the prompt material of housing design in AR applications. In return, 100 booklets of survey forms were received. As a result, the findings indicated that AR application as a marketing communication channel has an impact on the intention to purchase among potential house buyers. It is expected that AR technologies would create a new norm with extraordinary modification and advancement to promote housing projects and provide guidance to the developer. This initiative is able to improve their marketing communication, thus attracting house buyers based on their interests.

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Section: Marketing Communication Channelmentioning

confidence: 99%

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

Ibrahim

Boying

Rahim

et al. 2023

Human Behavior and Emerging Technologies

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“…Due to communication technological advancements, various scholars assessing marketing and purchasing behaviour focused more on online platforms, such as e-marketing [17][18][19] and social media [20,21]. Contrarily, past studies did not extensively appraise the marketing and purchasing behaviour in the housing sector despite the emergence of AR technology in the sector.…”

Section: Fig 2 Marketing Communication Processmentioning

confidence: 99%

Augmented Reality (AR) as A Promotion Tool in Influencing Housing Purchase Intention

Ibrahim

Boying

Shafiei

et al. 2023

ARASET

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Contemporary rapid technological transformation demands the most optimal marketing approach to ensure organisational survival in a highly competitive business environment. Numerous studies were conducted to focus on selecting appropriate promotion tools, such as e-marketing, social media, and extended reality (XR) applications, to be applied in the current marketing methods. Nonetheless, the technological advancement availability was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote relevant products. Furthermore, minimal research was performed to investigate the effects of augmented reality (AR) applications in the property sector to encourage consumer purchases. The current study aims to determine the relationship between AR applications and potential house buyers’ purchase intention. Respondents were recruited based on the stipulated inclusion criteria, namely age and monthly income. A total of 130 survey booklets with housing design stimuli in the AR applications were distributed for self-completion. Resultantly, 100 completed booklets were returned. The findings revealed that AR applications possessed a significant moderate correlation with potential house buyers’ purchase intention. The results contributed additional insights into the existing marketing and consumer behaviour literature and provided several implications on the AR application potential as a property developers’ promotion tool.

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“…Generation Z makes a significant contribution to the population of Indonesia. Generation Z encompasses individuals up to 24 years of age, with a maximum birth year of 2000 [18]. The population of Indonesia within the age range of 18-24 is approximately 21.43% [18].…”

Section: The Surge In Generation Z Consumerism As E-commerce Usersmentioning

confidence: 99%

“…Generation Z encompasses individuals up to 24 years of age, with a maximum birth year of 2000 [18]. The population of Indonesia within the age range of 18-24 is approximately 21.43% [18]. This figure exceeds one-fifth of the total population in Indonesia, indicating that Generation Z, in terms of population size, holds a significant presence in Indonesia.…”

Section: The Surge In Generation Z Consumerism As E-commerce Usersmentioning

confidence: 99%

The Fierce Competition of Shopee Battlefield Among Generation Z Consumers

Prabowo,

Parahiyanti,

Dewi

et al. 2023

Advances in Economics, Business and Management Research

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The shift in consumer buying patterns towards online purchases has led to a significant increase in the number of sellers using e-commerce platforms to promote their products. Shopee is one of the most popular e-commerce platforms in Indonesia. However, the rapid rise in the number of sellers on Shopee has resulted in intensified competition within the platform. E-commerce platforms typically offer various services to assist sellers in marketing their products, including organic and paid options. Paid services on e-commerce platforms can enhance product exposure. However, the effectiveness of these paid services is being questioned due to the large number of sellers utilizing them. This research aims to assess the significance of sellers using paid services in the competitive landscape of e-commerce platforms. The study adopts a quantitative approach and explores the topic from a neuromarketing perspective. Eye-tracking, a neuromarketing method that records and analyzes where consumers focus their attention and how they navigate and make purchases on digital platforms, is used in this research. The findings of this study indicate that there is no statistically significant difference in the time required to locate and select products sold by organic sellers and paid sellers. This research will help e-commerce platform providers improve their services for customers. The article also discusses the research implications and limitations in more detail.

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Purchase intention through search engine marketing: E-marketplace provider in Indonesia

Cited by 12 publications

References 23 publications

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

The Influence of Augmented Reality on Purchase Intention in the Housing Industry

Augmented Reality (AR) as A Promotion Tool in Influencing Housing Purchase Intention

The Fierce Competition of Shopee Battlefield Among Generation Z Consumers

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