Capturing Opportunities in the Industrial Revolution 4.0: E-Commerce, Digital Marketing, Prestige, and Instant Online Buying

Bambang Setia Wibowo, Diaz Haryokusumo

Abstract

This study aims to examined the effect of e-commerce, digital marketing, and consumer prestige on instant online buying decisions with perceived quality as an intervening variable on millennial generation. This research used survey design with purposive sampling. This research was conducted on 152 students in Yogyakarta who had already done online shopping in the marketplace. Data analysis was performed using Structural Equation Model (SEM) using Analysis Moment Structure (AMOS). This research proves that there is a positive influence on the use of e-commerce, digital marketing, and prestige on instant online buying decisions of consumers with perceived quality as an intervening variable on millennial consumers. The direct factor that influences instant online buying decisions is perceived quality, while e-commerce, digital marketing and prestige have an indirect effect on instant online buying because they have to pass through perceived quality. Theoretical and practical implications are discussed later.

Keywords

e-commerce; digital marketing; prestige; instant online buying

Full Text:

PDF

References

Ardelia, A., & Supriono, S. (2017). Pengaruh Brand Credibility dan Brand Prestige terhadap Persepsi Kualitas dan Minat Beli (Survei pada konsumen kosmetik merek Chanel). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 50(3), 9-18.

Baumeister, R. F. (2005). Self-Concept, Self-Esteem, and Identity. Personality: Contemporary Theory and Research (Third Edit, 246-280). San Francisco: Wadsworth.

Baumgartner, H., & Homburg, C. (1996). Applications of Structural Equation Modeling in Marketing and Consumer Research: a Review. International Journal of Research In Marketing, 13(2), 139-161.

Chen, Z., & Dubinsky, A. J. (2003). A Conceptual Model of Perceived Customer Value in E-Commerce: a Preliminary Investigation. Psychology and Marketing, 20(4), 323-347.

Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument. MIS Quarterly: Management Information Systems, 18(4), 453-460.

Erdoǧmuş, I., & Büdeyri-Turan, I. (2012). The Role of Personality Congruence, Perceived Quality and Prestige on Ready-to-Wear Brand Loyalty. Journal of Fashion Marketing and Management, 16(4), 399-417.

Hausman, A. V., & Siekpe, J. S. (2009). The Effect of Web Interface Features on Consumer Online Purchase Intentions. Journal of Business Research, 62(1), 5-13.

Islami, N. N., Wahyuni, S., & Tiara, T. (2020). The Effect of Digital Marketing on Organizational Performance through Intellectual Capital and Perceived Quality in Micro, Small and Medium Enterprises. Jurnal Organisasi dan Manajemen, 16(1), 60-72.

Kim, J., & Lennon, S. J. (2013). Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model. Journal of Research in Interactive Marketing, 7(1), 33-56.

Koo, M., & Shavitt, S. (2010). Cross-Cultural Psychology of Consumer Behavior. Wiley International Encyclopedia of Marketing. Chichester: John Wiley & Sons, Ltd.

Lee, M. H., Yun, J. H. J., Pyka, A., Won, D. K., Kodama, F., Schiuma, G., Park, H. S., Jeon, J., Park, K. B., Jung, K. H., Yan, M. R., Lee, S. Y., & Zhao, X. (2018). How to Respond to the Fourth Industrial Revolution, or the Second Information Technology Revolution? Dynamic New Combinations between Technology, Market, and Society through Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 4(3), 1-24.

Liesander, I., & Dharmayanti, D. (2017). Pengaruh Digital Marketing terhadap Organizational Performance dengan Intellectual Capital dan Perceived Quality Sebagai Variabel Intervening pada Industri Hotel Bintang Lima di Jawa Timur. Jurnal Strategi Pemasaran, 2(4), 1-13.

Lowrey, T. M., Shrum, L. J., & McCarty, J. A. (2005). The Future of Television. Marketing Communication: New Approaches, Technologies, and Styles (113-132). Oxford: Univ. Press.

Mao, Y., Zhu, J. X., & Sang, Y. (2014). Consumer Purchase Intention Research based on Social Media Marketing. International Journal of Business and Social Science, 5(10), 92-97.

Niazi, G. S. K., Siddiqui, J., Shah, B. A., & Hunjra, A. I. (2012). Effective Advertising and its Influence on Consumer Buying Behavior. Information Management and Business Review, 4(3), 114-119.

Nigappa, K., & Selvakumar, J. (2016). Industry 4.0: A Cost and Energy Efficient Micro PLC for Smart Manufacturing. Indian Journal of Science and Technology, 9(44), 1-6.

Ramalingam, V., Palaniappan, B., Panchanatham, N., & Palanivel, S. (2006). Measuring Advertisement Effectiveness-a Neural Network Approach. Expert Systems with Applications, 31(1), 159-163.

Reinartz, W., & Saffert, P. (2013). Creativity in Advertising: When it Works and When it Doesn’t. Harvard Business Review, 91(6), 106-111.

Saad, S., Shah, H., Aziz, J., Jaffari, A., Waris, S., & Ejaz, W. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105-110.

Tzavlopoulos, Ι., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the Impact of E-Commerce Quality on Customers’ Perceived Risk, Satisfaction, Value and Loyalty. International Journal of Quality and Service Sciences, 11(4), 576-587.

Ungerman, O., Dedkova, J., & Gurinova, K. (2018). The Impact of Marketing Innovation on the Competitiveness of Enterprises in the Context of Industry 4.0. Journal of Competitiveness, 10(2), 132-148.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Services Marketing: Integrating Customer Focus Across the Firm. New York: McGraw-Hill Irwin.

Zhu, B. (2012). The Impact of Green Advertising on Consumer Purchase Intention of Green Products. Proceedings. World Business and Economics Research Conference. Bandung, 12-13 March 2012.

View Counter: Abstract - 954 and PDF - 805

Refbacks

  • There are currently no refbacks.


Bookmark and Share