The Effects of Social Media, Email Marketing, Website, Mobile Applications Towards Purchase Intention - Consumer Decisions

DOI

10.2991/aebmr.k.210305.002How to use a DOI?

Keywords

Digital Marketing, Purchase Intention, Consumer Decision

Abstract

This study is to understand the effects of digital marketing towards purchase intention that creates consumer decision. Digital marketing strategies that being used in this research consist of email marketing, website, mobile application and social media. Digital marketing is proven to have 71.74% of effect towards purchase intention. Social media (p-value: 0.0004) & website (p-value: 0.0017) are the most effective digital marketing strategies, while newsletter and mobile application don’t bring that same effect. Purchase intention is also proven to have effect of 63.18% towards consumer decision.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Natasha
AU  - Zunvindri
AU  - Edi Abdurachman
PY  - 2021
DA  - 2021/03/08
TI  - The Effects of Social Media, Email Marketing, Website, Mobile Applications Towards Purchase Intention - Consumer Decisions
BT  - Proceedings of the 2nd Southeast Asian Academic Forum on Sustainable Development (SEA-AFSID 2018)
PB  - Atlantis Press
SP  - 10
EP  - 12
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210305.002
DO  - 10.2991/aebmr.k.210305.002
ID  - 2021
ER  -