Image of Analisis Pengaruh Festival Belanja Online Sebagai Strategi Promosi Terhadap Intention to Re-Participate Konsumen E-Commerce Di Indonesia

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Analisis Pengaruh Festival Belanja Online Sebagai Strategi Promosi Terhadap Intention to Re-Participate Konsumen E-Commerce Di Indonesia

The increased trend of shopping using e-commerce has given rise to the term ’Hari Belanja Nasional’’ or commonly known as Harbolnas. Considering that Indonesian consumers are quite consumptive and easily triggered to shop if there are promotional incentives, e-commerce carries out this promotional strategy, so the study aims to analyze the effect of e-commerce promotion strategies that can encourage consumers to re-participate in online shopping festivals. A survey of 580 respondents was conducted through online questionnaires and data analysis using Structural Equation Modeling (SEM). The results of the study indicate that the four promotional strategies, namely PTPP (Perceived Temptation of Price), PFPA (Perceived Fun of Promotion Activities), PCRP (Perceived Categories of Richness of Promotion), PCMP (Perceived Contagiousness of Mass Participation), and Information Quality have influence on Re-Participation Intention and Promotion Activities). In addition, PCMP (Perceived Contagiousness of Mass Participation) cannot moderate the influence of PTPP, PFPA, and PCRP on Re-Participation intention..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13025PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Commerce
E
Promotion strategy
Online shopping
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik 146 p. ; diagr. ; 30 cm
Info Detail Spesifik -
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