BatikJambiPromotionBasedon SocialMediainAseanEconomics Community

Dahmiri, Dahmiri and Indrawijaya, Sigit and Fatricia, Raja Sharah and Yasmin, Anita (2017) BatikJambiPromotionBasedon SocialMediainAseanEconomics Community. EmeraldPublishingLimited, Emerald Reach Proceedings Series. ISBN 2516-2853

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Abstract

Purpose – The aim of this study is to analyze the influence of social media-based promotion (personal relevance, interactivity, message, brand familiarity) to consumer purchasing decision of Batik Jambi in the AseanEconomicCommunity(AEC)era. Design/Methodology/Approach – The sample in this study amounted to 90 people. The type of research used is explanatory research. The hypothesis itself were tested with multiple linear regression equationsusingthetoolSPSS21.0forWindows. Findings – The results of this research in which the variable of personal relevance, interactivity, message, and brand familiarity are able to explain the variable of purchasing decision is equal to 82.9%. Variables of personal relevance, interactivity, message, and brand familiarity have a significant influence on purchasing decisionseitherpartiallyorsimultaneously,whilethemessagehasamoredominantinfluenceonpurchasing decisions. Research Limitations/Implications – The model significantly explains all the variables but in the futureneedsmoretestingforothervariablestomakethemodelmoreprecise. Practical Implications – The most dominant influence of social media-based promotional variables (personal revelance, interactivity, messege, brand familiarity) on consumer purchasing decision of Jambi’s BatikinJambiCityareanalyzed. Originality/Value – Increasing understanding about social media-based promotions to consumer purchasingdecisionsonJambi’sBatikinAECera.

Type: Book
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dahmiri
Date Deposited: 23 Mar 2021 01:37
Last Modified: 23 Mar 2021 01:37
URI: https://repository.unja.ac.id/id/eprint/18931

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