THE EFFECT OF DIGITAL MARKETING MIX ON CONSUMERS PURCHASESINTENTION

Sulistijono Sulistijono • Asep Kadarisman
Conference paper 6th Bandung Creative Movement 2019 • October 2019

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(English, 6 pages)

Abstract

The Digital Marketing Mix is one of the elements used by marketers in marketing their products aimed at building consumers purchase intention. Digital marketing provides a framework for comparing existing services with competitors and can also be used as a mechanism to generate alternative strategic sales approaches. The research was conducted using quan-titative methods, with a total sample of 100 respondents using online shopping for Lazada. The research data was processed using Statistical Package for the Social Sciences(SPSS) 2.0. The results showed that the variable Digital Marketing Mix had a significant simultaneous effect on consumers purchase interest of 76.359 percent. These results indicate that the people of Bandung are very interested in shopping at the Lazada online shopping site. The results of partial studies indicate that the digital marketing mix partially influences consumers purchase intention, but the promotion dimension still needs to be in-creased so that buying interest that arises from consumers increases.

Keywords: Digital Marketing Mix, Consumers Purchase Intention

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6th Bandung Creative Movement 2019

The main objective of the 6th Bandung Creative Movement 2019 (6th BCM 2019) is to provide a platf... see more