Influence of Online Marketing Communication on Online Consumer Behavior and its Impact on Purchasing Decision
- Author Aulia Asmarani
- Co-Author Jonathan Sarwono
- DOI https://ww
- Country : Indonesia
- Subject :
Keywords : Online Marketing Strategy, Online Consumer Behavior, Purchase Decision.
Abstract
The goals of this study are 1) to know the effect of online marketing communication on consumer behavior; 3) to understand the influence of consumer behavior on purchase decision; 4) to reveal the effect of online marketing communication on purchasing decision through online consumer behavior. The writer conducts the research based on the quantitative approach, descriptive and verified design, and survey method. As much as 100 consumers of the Tokopedia, Shoppe, Lazada and Bibli online shops are selected using purposive random sampling as the respondents. The data, then, is analyzed using the partial least square structural equation modeling. The following are the findings of the study: 1) indicators’ effect of the online marketing communication on consumer behavior falls into moderate category; 2) the influence of the consumer behavior on the indicators of the purchase decision falls into moderate category; 3) the influences of the indicators from the consumer behavior towards purchase decision ranges from low to moderate effect; 4) The influence of the consumer behavior towards the indicators from purchase decision variable is low; 5) the on-line marketing communication affects Consumer behavior significantly with its indicators; 6) Consumer behavior affects significantly the Purchase decision; 7) the effect of the online marketing communication on the purchase decision through the consumer behavior falls into moderate category.
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