Analysis of experiential marketing, trust, convenience and digital marketing on purchasing decisions on the shopee application
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Published:
May 31, 2024
Keywords:
Buying decision, Convenience, Digital marketing, Experiential Marketing, Trust
Section
Economy
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Abstract
The large number of internet users, especially in Indonesia, provides a great opportunity for business people to create online shopping. This research aims to determine the influence of experiential marketing, trust, convenience, and digital marketing on purchasing decisions on the Shopee application. The population in this study are customers who use Shopee at Labuhanbatu University. The data source used is primary data. Data collection was carried out through distributing questionnaires with a sample size of 150 respondents. The analysis technique used in this research is multiple linear regression analysis technique using the SmartPLS tool. The research results show that experiential marketing, trust, convenience, and digital marketing simultaneously and partially have a significant influence on the purchasing decisions of Shopee users in Labuhanbatu. From this research, the most dominant variable is convenience at 0.495 or 49.5%. The R2 test results prove that the model is able to explain the dependent variable studied, namely the purchasing decision variable of 0.746 or 74.6%.
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How to Cite
Siregar, N., Laksono, A. . and Hansyah, P. . (2024) “Analysis of experiential marketing, trust, convenience and digital marketing on purchasing decisions on the shopee application”, Jurnal Mantik, 8(1), pp. 448-460. doi: 10.35335/mantik.v8i1.5093.
References
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Widyaratna, L., Purwantoro, H., & Pamikiran, VN (2023). The Influence of Marketing Communication and Marketing Experience on Purchasing Decisions on the Shopee Marketplace. GUARANTEE: Journal of Management Applications and Business Innovation, 6(1), 19–34.
Zis, SF, Effendi, N., & Roem, ER (2021). Changes in communication behavior of the millennial generation and generation z in the digital era. Satwika: Cultural Studies and Social Change, 5(1), 69–87.
Ardianto, Y., Talib, S., & Riskarini, D. (2021). Analysis of Repurchase Intention Through Customer Satisfaction Seen from Experiential Marketing and Servicescape. JRB-Journal of Business Research, 4(2), 155–172.
Aulia, T. (2023). The influence of trust, ease of use and price on purchasing decisions at E-Commerce Shopee in Bandar Lampung. Journal Strategy of Management and Accounting Through Research and Technology (SMART), 2(2), 58–69.
Aziz, F., Setyorini, R., & Hasanah, YN (2021). Analysis of Halal Supply Chain in Food Micro, Small and Medium Enterprises (MSMEs) in Bandung City. Scientific Journal of Islamic Economics, 7(1), 293–301.
Caniago, A., & Sudarmi, W. (2021). Analysis of the Influence of Employee Trust and Motivation on Company Performance. Business Lantern Journal, 10(1), 1.
Febrini, IY, Widowati, R., & Anwar, M. (2019). The influence of experiential marketing on consumer satisfaction and repurchase interest at Warung Kopi Klotok, Kaliurang, Yogyakarta. Journal of Business Management, 10(1), 35–54.
Gumilang, RR (2019). Implementation of digital marketing to increase sales of home industry products. Coopetition: A Scientific Journal of Management, 10(1), 9–14.
Hendayana, Y., & Solichati, U. (2021). The Influence of Experiential Marketing and Trust on Consumer Loyalty of Shopee Marketplace Users in Bekasi City. Managerial Journal, 20(2), 233–241.
Irawati, R., & Prasetyo, IB (2021). Utilization of E-Commerce Platforms Through Marketplaces as an Effort to Increase Sales and Maintain Business during the Pandemic (Study of Food and Beverage MSMEs in Malang). Journal of Applied Management Research (PENATARAN), 6(2), 114–133.
Kadafi, MA, & Novita, S. (2021). The influence of experiential marketing and customer satisfaction on customer loyalty. Journal of Management, 13(3), 544–553.
Kharolina, I., & Transistari, R. (2022). The Influence of Experiential Marketing on Repurchase Intentions through Consumer Satisfaction as an Intervening Variable. Cakrawangsa Business: Student Scientific Journal, 2(2), 185.
Kinasih, HW, & Rukmana, RH (2021). The Impact of the Rupiah Exchange Rate on Share Prices Moderated by the Increase in Covid 19 Cases in Indonesia. Journal of the Academy of Accountancy, 4(1).
Lailiya, N. (2020). The influence of brand ambassadors and trust on purchasing decisions at Tokopedia. IQTISHADequity Journal of MANAGEMENT, 2(2), 113–126.
Masarianti, IGAAA, & Darwini, S. (2019). The Influence of Trust and Easy of Use on Repurchase Interest at the Shopee Marketplace in Mataram City. Journal of Management Research, 19(1), 20–32.
Mulyati, Y., & Gesitera, G. (2020). The influence of online customer reviews on purchase intention with trust as an intervening at the Bukalapak online store in Padang City. Maximpreneur Journal: Management, Cooperatives, and Entrepreneurship, 9(2), 173–194.
Ridwan, M., Suhar, AM, Ulum, B., & Muhammad, F. (2021). The importance of applying literature reviews to scientific research. Masohi Journal, 2(1), 42–51.
Roisah, R., Maulana, NLAI, & Aisyah, I. (2020). Experiential Marketing in Efforts to Increase Customer Loyalty for Tourism Services. Altasia Indonesian Tourism Journal, 2(2).
Rosdiana, R., Haris, IA, & Suwena, KR (2019). The influence of consumer trust on interest in buying clothing products online. Undiksha Journal of Economic Education, 11(1), 318–330.
Samosir, AT, & Saragi, DRR (2023). The Influence of Digital Marketing and Online Customer Reviews on Online Purchasing Decisions on the Shopee Marketplace. Journal of Integrative Economics, 13(1), 328–337.
Saputra, HT, Rif'ah, FM, & Andrianto, BA (2023). Application of Digital Marketing as a Marketing Strategy to Increase the Competitiveness of MSMEs. Journal of Economics, Management, Business, and Entrepreneurship, 1(1), 29–37.
Sari, W. (2022). THE INFLUENCE OF INFORMATION QUALITY, TRUST AND PRODUCT REVIEWS ON CONSUMER PURCHASING DECISIONS (Study of Shopee Users in East Jakarta). Indonesian College of Economics.
Trilaksono, AI, & Prabowo, B. (2023). Analysis of the Effect of Experiential Marketing on Customer Loyalty through Customer Satisfaction as an Intervening Variable. Reslaj: Religion Education Social Laa Roiba Journal, 5(1), 101–112.
Utami, ARH (2020). The Influence of Perceived Ease, Trust, Security and Perceived Risk on Interest in Using E-Commerce. Prisma (Accounting Student Research Platform), 1(6), 79–93.
Waruwu, M. (2023). Educational research approaches: qualitative research methods, quantitative research methods and mixed research methods. Tambusai Education Journal, 7(1), 2896–2910.
Widyaratna, L., Purwantoro, H., & Pamikiran, VN (2023). The Influence of Marketing Communication and Marketing Experience on Purchasing Decisions on the Shopee Marketplace. GUARANTEE: Journal of Management Applications and Business Innovation, 6(1), 19–34.
Zis, SF, Effendi, N., & Roem, ER (2021). Changes in communication behavior of the millennial generation and generation z in the digital era. Satwika: Cultural Studies and Social Change, 5(1), 69–87.
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