THE IMPACT OF THE IMPLEMENTATION OF AN ADVERTISING PROGRAM ON THE INTERNET AND USING DIRECT MARKETING WITH E-MAIL ON INTERNET USERS INFORMATION PROCESSING AND THEIR PRODUCT-BUYING DECISIONS IN INDONESIA

Abstract

Indonesia, with the highest growth of advertising spending compared with other countries in Asia Pacific, turns out to be using the Internet less as an advertising media compared with other media. This research aims to analyze the impact of the implementation of an advertising program on the Internet and using direct marketing with e-mail. The research will also examine how advertising information processing impacts on Internet users and their product-buying decisions. The implementation of advertising programs and e-mail marketing are measured by Internet user perceptions to determine how their decisions were influenced by advertising information processing. The analyzed buying decisions are Internet-user product-buying decision steps based on advertisements acquired from websites and e-mail. Hypothesis development based upon combination of advertising decision model as advertising program, e-mail marketing model, information processing model and Internet buying decision making model, is tested using Structural Equation Method (SEM). Respondants in this study were all Internet users from Jakarta, Bogor, Depok, Tangerang and Bekasi territories with 340 people were randomly selected Internet users. The result shows that Internet advertising program and e-mail marketing influence advertising information processing by Internet users simultaneously. Furthermore, all those factors lead to better Internet users buying decision in Indonesia. Keywords : Internet advertising program, e-mail marketing, information processing, product- buying decisions