The Effect of GoTo (Gojek X Tokopedia) Internet Advertising and Electronic Word of Mouth (Ewom) on Purchase Decisions (Case Study on Consumers Who Use Courier Services)

Andhi Sukma; Feby Febriana Dery

doi:10.35568/abdimas.v6i1.3100

Authors

Andhi Sukma Management Study Program, Widyatama University, Bandung, Indonesia
Feby Febriana Dery Management Study Program, Widyatama University, Bandung, Indonesia

DOI:

https://doi.org/10.35568/abdimas.v6i1.3100

Keywords:

Internet advertising, EWOM, purchasing decisions

Abstract

Since the presence of the pandemic, there has been a shift where consumers are now more inclined to make transactions or shop online rather than shopping at conventional stores. Besides that, brand awareness of local products presented through social media can also influence buying interest. So that throughout 2021, public interest in local brands has increased significantly since the COVID-19 pandemic began, including in the city of Bandung. The research method that the authors implement in this study is a type of quantitative research aimed at analyzing a particular sample or population as well as descriptive research. The researcher used primary data in the form of the results of a questionnaire conducted on 100 respondents, which included the millennial generation with an age range of 13-30 years and secondary data, namely processed data that already existed such as journals, books, articles and other sources. The aim is to find out the effect of digital marketing and brand awareness on purchasing decisions for local Umkm fashion brands in post-new normal Bandung city. The results of this study found that there was an influence of digital marketing and brand awareness on purchasing decisions.

Keywords: Brand Awareness, Digital Marketing, Local Brand, Purchase Decision.

Downloads

Download data is not yet available.

References

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77.

Andreawan, Rizky Ananda. 2015. “Analysis of Electronic Word of Mouth (eWOM) in Social Media

Kaskus on Purchasing Intention Premium Player Items”. E-Proceeding of management Vol. 2 No.3, Desember 2015 pp. 3517 ISSN: 2355-9357

Ameri, Hassan Seyed. 2015. The Impact Of Word Of Mouth Promotion On Brand Equity Dimensions In

Sports Services. College of Physical Education and Sport Sciences Urmia University.Oktober 13,2015. Sport Science. Vol.8 (63).

Choi, Y. K., Seo, Y., & Yoon, S. (2017). Social ties, temporal distance, and message concreteness. E-WOM messaging on social media , 495-505.

Im, S., Bhat, S., & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research , 166-172.

Larasati, A., & Kerti Yasa, N.N. (2018). The Effects of Argument Quality and Sources Credibility on Ewom Credibility and Online Reviews Adoption. International Journal of Management and Commerce Innovations, 5(2), 892–898.

Lim, W. M. (2015). The Influence of Internet Advertising And Electronic Word-of-mouth On Consumer Perception And Intentions. The Journal of Computer Information System , 81-89.

Severi, Ling, Nasermoadeli. 2014. The Impacts of Electronic Word of Mouth on Brand Equity in the Context of Social Media. International Journal of Business and Management, Vol 9(8),pp84-96.

Teng, S., Wei Khong, K., Wei Goh, W., & Yee Loong Chong, A. Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 2014, 38(6), 746-768.

Xiao, Zhehui, et., al. 2016. “The effect of e-WOM on country image and purchase intention: an empirical study on Korean cosmetic products in China.” International Journal of Technology and Management. Vol. 22, Nos. 1/2.