The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior
As the numbers of internet users increase, the trend of online transactions also increase. E-Marketing is one of a selling strategy using social media such as Facebook, Instagram, Twitter, Whatsapp, BBM and LinkedIn. The purpose of this study was to analyze the simultaneous and partial effect of E-M...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Indonesia
2018-12-01
|
| Series: | Jurnal Vokasi Indonesia |
| Subjects: | |
| Online Access: | http://www.jvi.ui.ac.id/index.php/jvi/article/view/118/pdf |
| _version_ | 1818692363791368192 |
|---|---|
| author | Arius Krypton Hardika Widi Satria |
| author_facet | Arius Krypton Hardika Widi Satria |
| author_sort | Arius Krypton |
| collection | DOAJ |
| description | As the numbers of internet users increase, the trend of online transactions also increase. E-Marketing is one of a selling strategy using social media such as Facebook, Instagram, Twitter, Whatsapp, BBM and LinkedIn. The purpose of this study was to analyze the simultaneous and partial effect of E-Marketing on the shopping behavior of respondents. Data were obtained from questionnaires given to 100 student respondents of Indonesian vocational education. The analytical method used in this research is the t-test and F test using SPSS 17. Based on the results of the study it is found that three factors affected the shopping behavior of these respondents through their online transaction via social media, namely accessibility, currency, and interactivity. All e-marketing variables influenced the behavior of consumers. However, there are also some e-marketing variables affecting the shopping behavior of respondents in different factors. From the cultural factor, shopping behavior is influenced by the accessibility and currency variables, while an affected variable linked to personal factors is accessibility alone. For psychological factors, the only effecting variable is interactivity. But overall e-marketing variables affected the shopping behavior of respondents. |
| first_indexed | 2024-12-17T12:56:36Z |
| format | Article |
| id | doaj.art-58482ccb247c43caad016d00c9f1781b |
| institution | Directory Open Access Journal |
| issn | 2355-5807 2477-3433 |
| language | English |
| last_indexed | 2024-12-17T12:56:36Z |
| publishDate | 2018-12-01 |
| publisher | Universitas Indonesia |
| record_format | Article |
| series | Jurnal Vokasi Indonesia |
| spelling | doaj.art-58482ccb247c43caad016d00c9f1781b2022-12-21T21:47:28ZengUniversitas IndonesiaJurnal Vokasi Indonesia2355-58072477-34332018-12-016217http://dx.doi.org/10.7454/jvi.v6i2.118The Effect of Social Media E-Marketing Towards Consumers Shopping BehaviorArius Krypton0Hardika Widi Satria1Universitas IndonesiaUniversitas IndonesiaAs the numbers of internet users increase, the trend of online transactions also increase. E-Marketing is one of a selling strategy using social media such as Facebook, Instagram, Twitter, Whatsapp, BBM and LinkedIn. The purpose of this study was to analyze the simultaneous and partial effect of E-Marketing on the shopping behavior of respondents. Data were obtained from questionnaires given to 100 student respondents of Indonesian vocational education. The analytical method used in this research is the t-test and F test using SPSS 17. Based on the results of the study it is found that three factors affected the shopping behavior of these respondents through their online transaction via social media, namely accessibility, currency, and interactivity. All e-marketing variables influenced the behavior of consumers. However, there are also some e-marketing variables affecting the shopping behavior of respondents in different factors. From the cultural factor, shopping behavior is influenced by the accessibility and currency variables, while an affected variable linked to personal factors is accessibility alone. For psychological factors, the only effecting variable is interactivity. But overall e-marketing variables affected the shopping behavior of respondents.http://www.jvi.ui.ac.id/index.php/jvi/article/view/118/pdfConsumer behaviorE-marketingOnline shopQualificationSocial mediaShopping |
| spellingShingle | Arius Krypton Hardika Widi Satria The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior Jurnal Vokasi Indonesia Consumer behavior E-marketing Online shop Qualification Social media Shopping |
| title | The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior |
| title_full | The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior |
| title_fullStr | The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior |
| title_full_unstemmed | The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior |
| title_short | The Effect of Social Media E-Marketing Towards Consumers Shopping Behavior |
| title_sort | effect of social media e marketing towards consumers shopping behavior |
| topic | Consumer behavior E-marketing Online shop Qualification Social media Shopping |
| url | http://www.jvi.ui.ac.id/index.php/jvi/article/view/118/pdf |
| work_keys_str_mv | AT ariuskrypton theeffectofsocialmediaemarketingtowardsconsumersshoppingbehavior AT hardikawidisatria theeffectofsocialmediaemarketingtowardsconsumersshoppingbehavior AT ariuskrypton effectofsocialmediaemarketingtowardsconsumersshoppingbehavior AT hardikawidisatria effectofsocialmediaemarketingtowardsconsumersshoppingbehavior |