THE EFFECT OF DIGITAL MARKETING MIX ON CONSUMERS PURCHASESINTENTION

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 Intentio

Developing a method of collecting purchase probability data in telephone interviews : a thesis presented in partial fulfilment of the requirements for the degree of Masters of Business Studies in Marketing at Massey University

Purchase predictions is an important issue for both commercial and academic researchers. The Juster Scale is an eleven point purchase probability scale designed to collect purchase probability data in face-to-face interviews. The Verbal Purchase Probability scale is a variation of the Juster Scale designed specifically for use in telephone interviews. The main focus of this study was to investigate ways in which the accuracy of predictions obtained using the Verbal Purchase Probability scale. This was achieved by testing two procedures designed to improve predictions: using respondent recall of previous purchase behaviour prior as a guide to making predictions; and a double question procedure where respondents were first asked to make purchase predictions for a longer time period (eight weeks), then for the time period of interest (four weeks). It was found that the technique using respondent recall as a guide was not effective at improving predictions, asking the prediction questions over the two time periods was. Other findings included; that purchase level predictions could not be made with any less data than, the probability of purchasing any products, the number of product most likely to be bought and the probability of purchasing exactly that number without a significant reduction in the accuracy of the prediction. It was found that using respondent recall to test the accuracy of predictions resulted in significantly understated error. Accurate recall at the time of making a prediction lead to more accurate purchase level predictions being made, but not purchase rate predictions. "Non-users" had significantly larger errors in their purchase level predictions than "users", this lead to a new method of estimating purchase levels by assuming non-users have a zero purchase probability and thus the predicted purchase level is equal to the purchase level of users

DETERMINANTS OF CONSUMER ATTITUDES AND PURCHASE INTENTIONS WITH REGARD TO GM FOODS

Consumer acceptance of genetically modified (GM) products has become a vital factor in determining how prosperous the markets for GM products will be in the future. This phenomenon creates increased interest in understanding consumer attitudes and purchase intentions with regard to GM foods. Thus, this paper presents results based on a contingent valuation questionnaire designed to assess consumer knowledge, awareness and willingness to purchase GM-tomatoes in Huntsville metropolitan area, Alabama. The results suggest that attitudes and purchase decisions concerning GM foods are generally negative, highly complex and are based on several factors.Consumer/Household Economics,

The perception of polish organic food consumers

This paper presents the problems concerning the organic food demand in Poland. It indicates the reasons for such small interest in this kind of food, the main motives of purchase, and the barriers of market development. It also shows the ways of developing the organic food market development

Consumer Attitudes toward Milk Products Produced from Cloned Cows

The use of simulated test-marketing technology and concept exposure for a branded and priced milk product shows that consumers had similar purchase interest for the full-priced product and the product offered at a 25-percent discount when they were told that the reason for the discount was that the product was produced using biotechnology. Furthermore, there was a slight reduction in purchase interest in the discounted milk when consumers were told that the product was from cloned cows. However, when consumers were offered the conventional product at the market price and they were later told that the product was from cloned cows, the purchase interest dropped from 25 percent to only 6.3 percent. Thus if producers adopt the cloning process and do not educate the consumers and pass along the benefits of lower-priced milk, it appears that consumers will react negatively when they learn of the change in production method and may purchase a different brand or type of milk.Food Consumption/Nutrition/Food Safety,

Pengaruh Iklan Dan Kepercayaan Merek Terhadap Minat Beli Konsumen (Studi Pada Texas Chicken Pekanbaru)

This study aims to determine the effect of advertising and brand trust on costumer purchase interest ( A case on Texas Chicken Pekanbaru . The advertising as a variable ( X1 ) trust the brand as a variable ( X2 ) and customer purchase interest as ( Y ) .The method in this research is descriptive and quantitative using SPSS 20 , where the sample used is the consumer Texas Chicken Pekanbaru with about 100 respondent . The formula used to determine the sample slovin , as well as a sampling technique by accidental sampling . Data collection through questionnaires .Results of analysis using multiple linear regression , t test and f test so it can be known that the advertising variable positive effect on customer purchase interest , brand trust significant effect on consumer purchase interest , and significant effect between brand advertising and brand trust on customerprchase interest

Conformism and Social Connections: An Empirical Analysis of Self-Commitment to Food Purchase

Recent years registered a renewed interest in social interactions. However, due to some well-known identification problems, empirical estimation of peer effects remains quite problematic. To overcome problems of this kind, a database providing detailed information on the sequential structure of choices is analyzed. Observations refer to the deposit of money in a personal account devoted to the purchase of food at campus refectories. A clear tendency to conform to directly observed deposits is registered in the data. Furthermore, higher conformism is observed among mutually acquainted individuals.Social interactions; Identification; Conformism; Social Proximity; Food Purchase

Inflation and the Measurement of Saving and Housing Affordability

This paper analyses the effect of inflation on the measurement of saving and housing affordability in New Zealand. When the inflation rate is positive, the income and saving of lenders is overstated and the saving of borrowers is understated because a portion of the interest earnings on capital are not true earnings but merely compensation for inflation. Because New Zealand has a large international debt position, this distortion means aggregate saving is understated, possibly by 2 percent of gross domestic product per year. In addition, a standard measure of the cost of financing the purchase of a house is overstated by approximately fifty percent, as a large part of mortgage payments are actually saving. Nevertheless, at the end of 2007 the cost of financing house purchase in New Zealand was at a cyclical high, approximately 40 percent higher than its average level since 1990.inflation, real interest rates, housing affordability

House Prices and Economic Risks - Are Irish Households Rational?

This study analyzes the evolution of house prices in Ireland and investigates the question of whether Irish households are overexposed to certain economic risks rendering the decision to buy a house too risky and hence irrational. We use a simple theoretical framework to demonstrate the investment options of a typical household and derive the risk factors associated with the purchase of a house with respect to other types of investment. Irish households hold the majority of their investments in property, specifically in their own houses. The empirical results illustrate that this wealth is exposed to inflation, interest rate changes and the business cycle. This exposure, while not problematic in times of low interest rates, moderate inflation and economic expansion, amplifies the risk to the value of households’ investments if inflation increases, interest rates rise or the economy is in recession. We argue that the adoption of the euro has increased this risk because interest rates are exogenous to the Irish economy which could lead to a situation of deteriorating economic conditions and rising interest rates. Our findings indicate that Irish households potentially underestimate the risk of buying a house. Viewing the purchase of a house as a risky investment could help reduce private debt in the future.