Abstract

Purpose – The aim of this study is to analyze the influence of social media-based promotion (personal relevance, interactivity, message, brand familiarity) to consumer purchasing decision of Batik Jambi in the Asean Economic Community (AEC) era. Design/Methodology/Approach – The sample in this study amounted to 90 people. The type of research used is explanatory research. The hypothesis itself were tested with multiple linear regression equations using the tool SPSS 21.0 for Windows. Findings – The results of this research in which the variable of personal relevance, interactivity, message, and brand familiarity are able to explain the variable of purchasing decision is equal to 82.9%. Variables of personal relevance, interactivity, message, and brand familiarity have a significant influence on purchasing decisions either partially or simultaneously, while the message has a more dominant influence on purchasing decisions. Research Limitations/Implications – The model significantly explains all the variables but in the future needs more testing for other variables to make the model more precise. Practical Implications – The most dominant influence of social media-based promotional variables (personal revelance, interactivity, messege, brand familiarity) on consumer purchasing decision of Jambi’s Batik in Jambi City are analyzed. Originality/Value – Increasing understanding about social media-based promotions to consumer purchasing decisions on Jambi’s Batik in AEC era. Keywords Batik Jambi, personal relevance, interactivity, message, brand familiarity

Highlights

  • Batik Jambi faces a serious challenge today because of the enactment of Asean Economic Community (AEC), so it needs further study on the readiness of Jambi Batik industry in the competition in the era of AEC

  • Value constant 5 6.053 Positive constant value indicates the positive influence of independent variables, meaning that if the variable independent tends to be constant or not implemented properly the value of the purchase decision is for 6.053 scale/unit

  • Personal relevance (X1) 5 0.269 A Personal relevance variable regression coefficients (X1) of the purchase decision variable (Y ) has a meaning that each additional personal relevance value will raising the value of the purchase decisions of 0.269, or in other words when the personal relevance could be improved by 1 unit, it will be followed by an increase in purchasing decisions by 0.269

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Summary

Introduction

Batik Jambi faces a serious challenge today because of the enactment of Asean Economic Community (AEC), so it needs further study on the readiness of Jambi Batik industry in the competition in the era of AEC. One of them is to follow the development of information technology in social media which is used by various companies to promote their products. © Dahmiri, Sigit Indrawijaya, Raja Sharah Fatricia, Anita Yasmin. Published in the Emerald Reach Proceedings Series. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

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