Analysis of The Influence of Technology Perceived Quality, Digital Advertising and Technology Digital Experiental Marketing on Customers Intention to Purchase at Marketplace Platform Tokopedia
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Published:
Jan 6, 2024
Keywords:
Experiential Marketing, Perceived Quality, Advertising, Buyer Decisions, E-Commerce
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Abstract
The study's goal is to examine how advertising, perceived quality, and experiential marketing affect consumers' decisions to buy. The judgment sampling approach is the sample technique employed in this study. Based on the assumption that respondents had shopped online, samples were chosen. One hundred samples will be collected for this study. In this study, the author employed two different types of data: primary and secondary. Using Cronbach's alpha, researchers assess a variable's dependability in this test. Multiple linear regression analyses are used in the examination of research data. Experience marketing, perceived quality, and advertising are found to have a major impact on the purchasing decisions of customers who actively use e-commerce applications, according to the research findings. The a-value of 13.4 shows the buyer's decision value when there is no influence from the experiential marketing, perceived quality, or advertising variables. The regression coefficients b1, b2, and b3 each show that a one-unit increase in the experiential marketing, perceived quality, and advertising variables will result in an increase in purchasing decisions by 0.24, 0.2, and 0.24 respectively.
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Sudirjo, F., Nurbakti, R., Hadi Nugroho, I., Ekaputra, A., & Yuniarti Utami, E. (2024). Analysis of The Influence of Technology Perceived Quality, Digital Advertising and Technology Digital Experiental Marketing on Customers Intention to Purchase at Marketplace Platform Tokopedia. Jurnal Informasi Dan Teknologi, 5(4), 285-290. https://doi.org/10.60083/jidt.v5i4.454
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References
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[18] Aziz, F., Mayasari, N., Sabhan, S., Zulkifli, Z., & Yasin, M. F. (2022). The Future of Human Rights in the Digital Age: Indonesian Perspectives and Challenges. Journal of Digital Law and Policy, 2(1), 29-40.
[19] Tannady, H., Dwi Susmantoro, T., & Hendra, T. (2023). The Application of Exponential Comparison Method and Analytical Hierarchy Process to Analyze Supply Chain Performance. Jurnal Sistim Informasi Dan Teknologi, 5(1), 58–62.
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[2] Ekaputra, A., Prasastiningtyas, W., Setiawan, B. A., Setiawan, H., Febrianti, W., & Putri, F. K. (2022, February). THE EFFECT OF LOCATION TARGETED INTERNET ADVERTISEMENT ON INSTAGRAM ADS TO GAIN POTENTIAL CUSTOMER FOR SERVICE BUSINESS (CASE STUDY:@ KAGUMIBEAUTY_). In International Conference on Government Education Management and Tourism (Vol. 1, No. 1).
[3] Setyawan, A. A. (2022). Effect of Quality Management Practices, and Digital Innovation on Organizational Performance Mediated by Competitiveness Strategy and Moderated by Industrial Collaboration at Vocational Colleges in Indonesia. ITALIENISCH, 12(2), 1096-1100.
[4] Setyawan, A. A., Prabowo, H., Simatupang, B., & Pradipto, Y. D. (2023). The Influence of Quality Management Practices and Digital Innovation on Organizational Performance Mediated by Competitiveness Strategy and Moderated Industrial Collaboration in Vocational Higher Education in Indonesia. Tec Empresarial, 18(1), 398-403.
[5] Widjayanti, C. E., Setyawan, A. A., & Racma, D. F. (2021, December). Philanthropy Model with Income Redistribution as an Alternative Solution for Women Victims of Layoffs Affected by Covid-19. In Prosiding University Research Colloquium (pp. 509-516).
[6] Wijayanti, C. E., Wibowo, A., Suyudi, S., & Setyawan, A. (2020). Hubungan Efisiensi dan Efektifitas dengan Kepuasan Pengguna Sistem Pendukung Keputusan Pemberian Penghargaan Bagi Karyawan Pada Pabrik Plastik" Sukses Mandiri" di Sokaraja Wetan. Jurnal HUMMANSI (Humaniora, Manajemen, Akuntansi), 3(1), 47-55.
[7] Dharta, F. Y., & Chaerudin, D. R. (2023, June). Using Digital Marketing Communications to Boost SMEs’ Local Economic Growth in Karawang Regency. In ICEMBA 2022: Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia (p. 101). European Alliance for Innovation.
[8] Dharta, F. Y., Prasetyo, H., & Dema, Y. (2021). Influence of attitude on online impulse buying: perspective on marketing communication. Jurnal Studi Komunikasi, 5(3), 729-745.
[9] Nursanti, S., Dharta, F. Y., Chaerudin, C., Syam, S. P., & Purnama, R. N. (2022). Generation z's perceptions of health information about the Covid-19. Jurnal Studi Komunikasi, 6(2), 587-602.
[10] Siswanto, A., Pratiwi, R., Rokhmawati, D., & Dharta, F. Y. (2023). Analysis Of Determinant Factors Employee Performance Of Directorate General Of Intellectual Property Rights Republic Of Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2493-2498.
[11] Jumainah, J., Paramansyah, A., Rohmiyati, Y., Boari, Y., & Nurnaningsih, A. (2023). The Relationship Analysis Between The Index Card Match Learning Model and Students’ Activeness and Memorizing Capability. Journal on Education, 6(1), 1369-1374.
[12] Junaedi, D., Norman, E., Salistia, F., Arsyad, M. R., & Paramansyah, A. (2022). The Analysis of the Impact of Debt on the Indonesian Economy for the Period 1976-2021. ManBiz: Journal of Management and Business, 1(1), 1-18.
[13] Norman, E., Paramansyah, A., Utami, W., & Aminah, S. (2022). SWOT Analysis as a Strategy for Madrasah Principals in Realizing Academic Madrasah. Al Tanzim: Jurnal Manajemen Pendidikan Islam, 6(02), 520-530.
[14] Norman, E., Paramansyah, A., & Abdan, M. S. (2022). The Role of Organizational Culture in the Effectiveness of School Organizations. Da'watuna: Journal of Communication and Islamic Broadcasting, 2(3), 254-269.
[15] Paramansyah, A., Hamzah, H., Putra, R. P., Direja, A. H. S., & Zamakhsari, A. (2023). The Impact of Parents Training Program for the Psychosocial Development of Autism Spectrum Disorder Students. Journal on Education, 6(1), 6147-6154.
[16] Turyadi, I., Zulkifli, Z., Tawil, M. R., Ali, H., & Sadikin, A. (2023). The Role Of Digital Leadership In Organizations To Improve Employee Performance And Business Success. Jurnal Ekonomi, 12(02), 1671-1677.
[17] Suriadi, S., Rafid, M., Zulkifli, Z., Abdurohim, A., & Damirah, D. (2023). The Influence of Organizational Culture, Work Environment and Work Discipline on Job Satisfaction of Teachers at Boarding School. Journal on Education, 5(4), 14777-14781.
[18] Aziz, F., Mayasari, N., Sabhan, S., Zulkifli, Z., & Yasin, M. F. (2022). The Future of Human Rights in the Digital Age: Indonesian Perspectives and Challenges. Journal of Digital Law and Policy, 2(1), 29-40.
[19] Tannady, H., Dwi Susmantoro, T., & Hendra, T. (2023). The Application of Exponential Comparison Method and Analytical Hierarchy Process to Analyze Supply Chain Performance. Jurnal Sistim Informasi Dan Teknologi, 5(1), 58–62.
[20] Cindy Chandra dan Keni, “The Influence Of Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty On Customer Purchase Decisions,” Jurnal Muara Ilmu Ekonomi dan Bisnis, vol. 3, no. 1, pp. 176-185, 2019.
[21] Desak Ayu Made Eva Suari Adnyani, I Putu Gede Sukaatmadja, “On Perceived Value. The Role Of Perceived Risk In Mediating The Influence Of Perceived Quality,” E-Jurnal Manajemen, vol. 8, no. 12, 2019.
[22] Ilham A W, "The Influence Of Brand Image And Experiential Marketing On Customers Satisfaction (Study At Oyo Hotel Surabaya),” Jurnal Muara Ilmu Ekonomi dan Bisnis, vol. 5, no. 1, pp. 25-35, 2021.
[23] Ramang H D, Rafitra Amira Putri, Kumba Digdowiseiso, “Analysis Of The Effectiveness Of Digital Advertising On Interest In Purchasing Entrance Tickets Among Generations Y And Z In Penglipuran Bangli Village,” Syntax Literate: Jurnal Ilmiah Indonesia, vol. 7, no. 3, 2022.