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Abstract
Penelitian ini merupakan penelitian kuantitatif. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing yang diantara email marketing, social media marketing, dan online advertising terhadap comsumer buying decision di era pandemi Covid-19. Sampel yang digunakan pada penelitian ini sebanyak 150 responden dengan kriteria masyarakat yang berdomisili di Daerah Istimewa Yogyakarta khususnya yang pernah bertransaksi di marketplace Shopee. Data responden diperoleh dari penyebaran kuesioner yang disebar menggunakan Google Form. Teknik pengambilan sampel menggunakan teknik purposive sampling yang diolah menggunakan SPSS 26 serta telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan variabel email marketing, social media marketing, online advertising, dan comsumer buying decision. Ketiga variabel tersebut membentuk 3 hipotesis. Hasil dari penelitian ini adalah adanya pengaruh positif pada semua variabel digital marketing terhadap keputusan pembelian.
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References
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- Alnsour, M. et al. (2018) ‘Social Media Effect on Purchase Intention: Jordanian Airline Industry’, Journal of Internet Banking and Commerce, 32(2), pp. 1–16.
- Anderhofstadt, B. and Spinler, S. (2019) ‘Factors affecting the purchasing decision and operation of alternative fuel-powered heavy-duty trucks in Germany – A Delphi study’, Transportation Research Part D: Transport and Environment, 73, pp. 87–107. Available at: https://doi.org/10.1016/j.trd.2019.06.003.
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- Dehghani, M. and Tumer, M. (2015) ‘A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers’, Comput. Hum. Behav., 49, pp. 597–600.
- Garg, M., Bansal, A. and Singla, K. (2019) ‘Impact of Digital Marketing on Consumer Purchase Decision’, International Journal of Innovative Technology and Exploring Engineering, 9(2S2), pp. 453–455. Available at: https://doi.org/10.35940/ijitee.b1214.1292s219.
- Ghozali, I. (2016) Aplikasi Analisis Multivariate dengan Program SPSS. 9th ed. Semarang: Badan Penerbit Universitas Diponegoro.
- Iftikhar, F. and Khan, I. (2017) The Impact of Email Marketing, Mobile Marketing and Retargeting on Online Consumer Buying Behavior. Haaga-Helia University of Applied Sciences. Available at: https://www.theseus.fi/bitstream/handle/10024/136457/effect on consumer buying behavior.pdf?sequence=1&isAllowed=y.
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- Janti, S. (2015) ‘Analisis Validitas dan Reliabilitas dengan Skala Likert terhadap Penerapan Strategic Planning Sistem Informasi Garmen: Studi Kasus PT. Asga Indocare’, Seminar Nasional Inovasi dan Trend (SNIT), 1(1), pp. 64–69.
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- Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson Prentice Hall (Marketing Management). Available at: https://books.google.co.id/books?id=QiTOHgAACAAJ.
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- MillwardBrown (2011) ‘Top 100 global brands Welcome to the sixth annual BrandZ Top 100 Most Valuable Global’, Most, 6, p. 54. Available at: http://www.slideshare.net/MillwardBrown/brandz-top-100-most-valuable-global-brands-2011.
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- Perumal, P. and Yoganathen, A. (2018) ‘INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING DECISION MAKING PROCESS’, SLIS Student Research Journal, 1. Available at: https://www.researchgate.net/publication/326294733_INFLUENCE_OF_SOCIAL_MEDIA_MARKETING_ON_CONSUMER_BUYING_DECISION_MAKING_PROCESS
- Pradiani, T. (2018) ‘Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan’, Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2), pp. 46-53.
- Qazzafi, S. (2019) 'Consumer Buying Decision Process Toward Products,' International Journal of Scientific Research and Engineering Development, 2(5), pp. 130–134. Available at: http://www.ijsred.com/volume2/issue5/IJSRED-V2I5P15.pdf.
- Sekaran, U. (2006) Research methods for business : metodologi penelitian untuk bisnis. Jakarta : Salemba Empat.
- Sekaran, U. and Bougie, R. (2016) Research Methods For Business: A Skill Building Approach. Wiley. Available at: https://books.google.co.id/books?id=Ko6bCgAAQBAJ.
- Setiawan, W. (2017) ‘Era Digital dan Tantangannya’, Seminar Nasional Pendidikan, pp. 1–9.
- Sinicki, A. (2019) 'Successful Email Marketing for Businesses: Why Email Marketing?' Apress. doi:https://doi.org/10.1007/978-1-4842-5659-6_1.
- Tang, M.J. and Chan, E.T. (2017) 'The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia,' International Journal of Humanities and Socia`l Sciences, 11(4), pp. 973–981. Available at: https://publications.waset.org/10007105/the-impact-of-online-advertising-on-generation-ys-purchase-decision-in-malaysia.
References
Al-azzam, A.F. and Al-mizeed, K. (2021) ‘The Effect of Digital Marketing on Purchasing Decisions : A Case Study in Jordan’, The Journal of Asian Finance, Economics and Business, 8(5), pp. 455–463. Available at: https://doi.org/10.13106/jafeb.2021.vol8.no5.0455.
Alnsour, M. et al. (2018) ‘Social Media Effect on Purchase Intention: Jordanian Airline Industry’, Journal of Internet Banking and Commerce, 32(2), pp. 1–16.
Anderhofstadt, B. and Spinler, S. (2019) ‘Factors affecting the purchasing decision and operation of alternative fuel-powered heavy-duty trucks in Germany – A Delphi study’, Transportation Research Part D: Transport and Environment, 73, pp. 87–107. Available at: https://doi.org/10.1016/j.trd.2019.06.003.
Ansari, S. et al. (2019) ‘Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision’, Journal of Public Value and Administration Insights, 2(2), pp. 5–10. Available at: https://doi.org/10.31580/jpvai.v2i2.896.
Bansal, R., Zehra Masood, R. and Dadhich, V. (2014) 'Social Media Marketing-A Tool of Innovative Marketing,' Journal of Organizational Management, 3(1), pp. 1–7. Available at: https://www.researchgate.net/publication/318225418_Social_Media_Marketing-A_Tool_of_Innovative_Marketing.
Dehghani, M. and Tumer, M. (2015) ‘A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers’, Comput. Hum. Behav., 49, pp. 597–600.
Garg, M., Bansal, A. and Singla, K. (2019) ‘Impact of Digital Marketing on Consumer Purchase Decision’, International Journal of Innovative Technology and Exploring Engineering, 9(2S2), pp. 453–455. Available at: https://doi.org/10.35940/ijitee.b1214.1292s219.
Ghozali, I. (2016) Aplikasi Analisis Multivariate dengan Program SPSS. 9th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Iftikhar, F. and Khan, I. (2017) The Impact of Email Marketing, Mobile Marketing and Retargeting on Online Consumer Buying Behavior. Haaga-Helia University of Applied Sciences. Available at: https://www.theseus.fi/bitstream/handle/10024/136457/effect on consumer buying behavior.pdf?sequence=1&isAllowed=y.
Ikechukwu A, U. et al. (2017) ‘Effects of Media Advertising On Consumers’ Purchase Intent in Awka, Anambra State: A Study of Hero Beer.’, IOSR Journal of Business and Management, 19(4), pp. 50–60. Available at: https://doi.org/10.9790/487x-1904045060.
Janti, S. (2015) ‘Analisis Validitas dan Reliabilitas dengan Skala Likert terhadap Penerapan Strategic Planning Sistem Informasi Garmen: Studi Kasus PT. Asga Indocare’, Seminar Nasional Inovasi dan Trend (SNIT), 1(1), pp. 64–69.
Jenkins, S. (2008) The Truth About Email Marketing. FT Press (Truth About). Available at: https://books.google.co.id/books?id=0SIyOq9qu68C.
Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson Prentice Hall (Marketing Management). Available at: https://books.google.co.id/books?id=QiTOHgAACAAJ.
Kumar, A. and Sharma, N.K. (2022) ‘Impact of Social Media on Consumer Purchase Intention’, Research Anthology on Social Media Advertising and Building Consumer Relationships, (September 2021), pp. 1501–1518. Available at: https://doi.org/10.4018/978-1-6684-6287-4.ch081.
Lim, Y.M., Yap, C.S. and Lau, T.C. (2011) ‘The effectiveness of online advertising in purchase decision: Liking, recall and click’, Australian Journal of Basic and Applied Sciences, 5(9), pp. 1517–1524.
MillwardBrown (2011) ‘Top 100 global brands Welcome to the sixth annual BrandZ Top 100 Most Valuable Global’, Most, 6, p. 54. Available at: http://www.slideshare.net/MillwardBrown/brandz-top-100-most-valuable-global-brands-2011.
Milna, S.J. and Anusree, U. (2016) ‘Relationship Bonding Strategies and Customer Retention: A Study in Business To Business Context’, IOSR Journal of Business and Management (IOSR-JBM), pp. 38–44. Available at: https://www.iosrjournals.org/iosr-jbm/papers/ICETEM/Vol.%201%20Issue%201/MBA-7-38-44.pdf.
Mishra, A. and Mahalik, D. (2017) ‘Impact of Online-Advertising on Consumers.’, International Journal of Advanced Research, 5(6), pp. 1935–1939. Available at: https://doi.org/10.21474/ijar01/4625.
Omar, A.M. and Atteya, N.M. (2020) ‘The Impact of Digital Marketing on Consumer Buying Decision Process in The Egyptian Market’, International Journal of Biometrics, 15(7), pp. 120-132.
Perumal, P. and Yoganathen, A. (2018) ‘INFLUENCE OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING DECISION MAKING PROCESS’, SLIS Student Research Journal, 1. Available at: https://www.researchgate.net/publication/326294733_INFLUENCE_OF_SOCIAL_MEDIA_MARKETING_ON_CONSUMER_BUYING_DECISION_MAKING_PROCESS
Pradiani, T. (2018) ‘Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan’, Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2), pp. 46-53.
Qazzafi, S. (2019) 'Consumer Buying Decision Process Toward Products,' International Journal of Scientific Research and Engineering Development, 2(5), pp. 130–134. Available at: http://www.ijsred.com/volume2/issue5/IJSRED-V2I5P15.pdf.
Sekaran, U. (2006) Research methods for business : metodologi penelitian untuk bisnis. Jakarta : Salemba Empat.
Sekaran, U. and Bougie, R. (2016) Research Methods For Business: A Skill Building Approach. Wiley. Available at: https://books.google.co.id/books?id=Ko6bCgAAQBAJ.
Setiawan, W. (2017) ‘Era Digital dan Tantangannya’, Seminar Nasional Pendidikan, pp. 1–9.
Sinicki, A. (2019) 'Successful Email Marketing for Businesses: Why Email Marketing?' Apress. doi:https://doi.org/10.1007/978-1-4842-5659-6_1.
Tang, M.J. and Chan, E.T. (2017) 'The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia,' International Journal of Humanities and Socia`l Sciences, 11(4), pp. 973–981. Available at: https://publications.waset.org/10007105/the-impact-of-online-advertising-on-generation-ys-purchase-decision-in-malaysia.