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Hartanti Nugrahaningsih, Hartanti
Universitas Ibn Khaldun Bogor
Religion Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Jurnal Ekonomi Perusahaan

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Determinan Promosi Online dan Dampaknya terhadap Keputusan Pembelian Hartanti Nugrahaningsih
Jurnal Ekonomi Perusahaan Vol. 27 No. 2 (2020): Jurnal Ekonomi Perusahaan
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (475.639 KB) | DOI: 10.46806/jep.v27i2.721

Abstract

This research aims at "Determinants of Online Promotion of Purchasing Decisions". The dependent variable in this study uses the purchase decision and the mediating variable uses online promotion. The independent variables contain e-WOM and Guerilla Marketing. The online survey method was used for data collection by distributing online questionnaires on the Wardah Beauty website to 200 respondents. By using SmartPLS software to test the validity and reliability of data and the relationship between constructs to test the research hypothesis. This research shows that Wardah's cosmetic customers are millennials, with an average age of 24-39 years. They are a group that relatively familiar with the digital world and active with social media. E-WOM, Guerilla Marketing, and Online Promotion are the latest marketing methods that use a lot of digital and internet technology. It is proven that the online promotions that have been carried out by Wardah cosmetic products are heavily influenced by e-WOM and Guerilla Marketing. The creative messages conveyed and spread by customers through their social media activity. Besides, the surprises were able to attract the attention of customers well. And successful online promotions have had an influence on customers in making purchasing decisions. Thus, it can be estimated that there will be an increase in the sales potential of Wardah's cosmetic products. Keywords: e-WOM, Guerilla Marketing, Online Promotion, Purchasing Decisions
Co-Authors Agung Wibowo Anuraga Kusumah Ari Soeti Yani Ari Soeti Yani Dewangga Oktavianto Ecin Kuraesin Gemy Ghethan Gianita Utami Gunawan Gunawan, Gianita Utami Hurriyaturrohman Hurriyaturrohman Imam Sundarta Ita Anjani Julaela Julaela Kusnaedi Kusnaedi Leny Muniroh Leny Muniroh Mardiyana Mardiyana Marga Yuda Firmansyah Muhammad Zakie Hanifan Noviana Devi Putri Wulandani Renea Shinta Aminda Riris Rotua Sitorus Rizky Ayu Octaviana Rohmad Muslim Subandi Subandi Sulthon Sjahril Sabaruddin Titing Suharti Yuliana Arsita Yusup Sunandar Zidan Ramadan