THE EFFECT OF COMMUNICATION STRATEGY IN MARKETING 4.0 PURCHASE DECISIONS THROUGH BRAND ADVOCACY IN SHOPEE E-COMMERCE
Abstract
The purpose of this study was to determine the effect of the concept of communication strategies on Marketing 4.0 in the Shopee e-commerce company on purchasing decisions to the buyer being an advocate of purchasing. The Marketing 4.0 concept that the authors mean is limited to the concept of Crown-Combo Tactics on Conversation Strategies on the attractiveness of Adveritising on Celebrity Endorsement, Sales Promotion on Discounts and Digital Marketing on e-WOM and Customer Path 5A on Purchase Decision and Brand Advocacy. This research method uses quantitative descriptive method by determining the population of all Shopee e-commerce users in DKI Jakarta by limiting the distribution of questionnaires during the PSBB period which then took a sample of 119 respondents. The data analysis technique used Structural Ecuation Modeling (SEM) analysis with AMOS 22 program. This study produced Celebrity Endorsement, e-WOM and Discount variables that had a positive and significant effect on Purchase Decision through Brand Advocacy. Evidenced by the CR value of each hypothesis is greater than 1.96 (CR> 1.96) and each hypothesis has a probability of significance less than 0.05 (P <0.05).
References
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Choi, H. S., & Chen, C. (2019). The effects of discount pricing and bundling on the sales of game as a service: An empirical investigation. Journal of Electronic Commerce Research, 20(1), 1–1.
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Putri, M. S., & Suyanto, A. (2019). Indonesia Analysis the Effect of Trust , Easy , and Information Quality on Purchase Decisions on Marketplace in Indonesia. 6(2), 2077–2082.
Rada, V. D. de, & Martín, V. M. (2014). Random Route and Quota Sampling: Do They Offer Any Advantage over Probably Sampling Methods? Open Journal of Statistics, 04(05), 391–401. https://doi.org/10.4236/ojs.2014.45038
Rahman, A. (2016). Pengaruh Celebrity Endorser Dan Public Relation Terhadap Citra Perguruan Tinggi Swasta Dan Minat Kuliah Di Politeknik Lp3I Jakarta. VIII(2).
Rahman, S. H., Rohaeni, H., Wijaya, S., & Dewi, K. (2020). Pengaruh Price Discount dan Bonus Pack Terhadap Purchase Intention. Jurnal Sain Manajemen, 2(1), 24–36.
Rosani, S. A., & Tarigan, M. (2019). Validasi Instrumen Followership Model Kelley. 3(2), 70–79.
Sandjojo, C. T. (2017). Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol.6 No.2 (2017). Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 6(2), 1721–1739.
Sari, A. P., & Rahmidani, R. (2019). Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada. 2, 666–677.
Setiawan, I., & Savitri, Y. (2016). NEW CONTENT MARKETING Gaya Baru Pemasaran Era Digital (S. Raynardia (ed.)). Gramedia Pustaka Utama.
Sudaryono. (2014). PERILAKU KONSUMEN Dalam Perspektif Pemasaran (1st ed.). Lentera Ilmu Cendekia.
Sutanto, F., & Mussry, J. (2017). the Behavior of Lighting Industry in New Wave Marketing Point of View and Its Applications. 1–15.
Thakkar, J. J. (2020). Introduction to Structural Equation Modelling. In Studies in Systems, Decision and Control. https://doi.org/10.1007/978-981-15-3793-6_1
Vuksanović, D., Ugarak, J., & Korčok, D. (2016). Industry 4.0: the Future Concepts and New Visions of Factory of the Future Development. January 2016, 293–298. https://doi.org/10.15308/sinteza-2016-293-298
Wahyu, L., Mihardjo, W., Sasmoko, S., Alamsjah, F., & Djap, E. (2019). CO-CREATION INNOVATION TRANSFORMATION MODEL : PRAKTIK DI Transformational Experience Distinctive Operational Co-Creation Business Model Innovation Leonardus W . Wasono Mihardjo | Sasmoko | Firdaus Alamsjah | Elidjen (Issue October).
Waringin, T. D. (2008). MARKETING REVOLUTION : Bagaimana meningkatkan kekayaan. Gramdeia Pustaka Utama.
Wijanarko, P., Suharyono, S., & Arifin, Z. (2016). PENGARUH CELEBRITY ENDORSER TERHADAP CITRA MEREK DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei kepada Pengunjung Warung Kopi Kriwul, Kelurahan Merjosari, Kecamatan Lowokwaru, Kota Malang yang Pernah Melihat Iklan dan Membeli TOP Coffee). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 34(1), 165–171.
Wojciech. (2017). The Impact of the Internet of Things on Value Added to Marketing 4.0. Marketing of Scientific and Research Organizations, 26(4), 187–204. https://doi.org/10.14611/minib.26.12.2017.18
Zhang, T., Li, P., Yang, L. X., Yang, X., Tang, Y. Y., & Wu, Y. (2019). A discount strategy in word-of-mouth marketing. Communications in Nonlinear Science and Numerical Simulation, 74, 167–179. https://doi.org/10.1016/j.cnsns.2019.03.015.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Allan J. Kimmel, P. J. K. (2016). Word of Mouth and Social Media (1st ed.). Routledge.
Anderson, E. T., & Fox, E. J. (2019). How price promotions work: A review of practice and theory. In Handbook of the Economics of Marketing (Vol. 1). Elsevier B.V. https://doi.org/10.1016/bs.hem.2019.04.006
Andrews, J. C., & A. Shimp, T. (2018). Advertising, Promotion, and other aspects of Integrated Marketing Communications (10th ed.). Cengage.
Andriany, D., & Arda, M. (2019). the Effect of Bonus Pack and Price Discount on Buying Impulse. Http://Proceedings.Conference.Unpas.Ac.Id/Public/Journals/10/PageHeaderLogoImage_en_US.Jpg,1(http://proceedings.conference.unpas.ac.id/index.php/icis/issue/view/9), 75–82.
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103.
Arifin, S. (2019). Pemasaran Era Milenium. CV. Budi Utama.
Azwar, A. A. (2019). Anti Mainstream Marketing : 20 Jurus Mengubah Banyuwangi. Gramdeia Pustaka Utama.
Blakeman, R. (2018). Integrated Marketing Communication: Creative Strategy from Idea to Implementation (3rd ed.). Rowman Littlefield.
Chitty, B., Luck, E., Barker, N., Sassenberg, Anne-Marie, Shimp, T. A., & Andrews, J. C. (2018). Integrated Marketing Communications with Student Resource Access 12 Months (5th ed.). Cengage.
Chitty, W., Barker, N., Valos, M., Shimp, T. A., & Chitty, B. (2011). Integrated Marketing Communications (3rd ed.). Cengage. www.cengage.com/highered
Choi, H. S., & Chen, C. (2019). The effects of discount pricing and bundling on the sales of game as a service: An empirical investigation. Journal of Electronic Commerce Research, 20(1), 1–1.
Fahr, A. (2008). Structural Equation. In The International Encyclopedia of Communication. https://doi.org/10.1002/9781405186407.wbiecs108
Ferdinand, A. (2014). METODE PENELITIAN MANAJEMEN: Pedoman penelitian untuk penulisan skripsi, tesis dan disertasi ilmu manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.
Fernandes, A. A. R., Solimun, & Prina, E. (n.d.). Kajian Korelasi Antar Measurement Error Pada Analisis Structural Equation Modeling (Sem). 1–12.
Fetscherin, M., & Heilmann, T. (2015). Consumer Brand Relationships: Meaning, Measuring, Managing. Palgrave Macmillan.
Ghozali, I. (2017). Model Persamaan Struktural. Konsep dan Aplikasi Dengan Program AMOS 24.0. Update Bayesian SEM. In Model Persamaan Struktural. Konsep dan Aplikasi Dengan Program AMOS 24. Update Bayesian SEM. https://doi.org/10.1016/j.ando.2009.02.007
Hoffmeyer-Zlotnik, J. H. P. (2003). New sampling designs and the quality of data. Developments in Applied Statistics, 19, 205–217. http://mrvar.fdv.uni-lj.si/pub/mz/mz19/abst/hoff.htm
Ismagilova, E., Dwivedi, Y. K., & Slade, E. (2020). Perceived helpfulness of eWOM: Emotions, fairness and rationality. Journal of Retailing and Consumer Services, 53(November 2018), 101748. https://doi.org/10.1016/j.jretconser.2019.02.002
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions. In SpringerBriefs in Business. https://doi.org/10.1007/978-3-319-52459-7
Juska, J. M. (2017). Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge.
Kartajaya, H. (2009). NEW WAVE MARKETING The World is Still Round The Market is Already Rlat (D. Bembi (ed.)). Gramedia Pustaka Utama.
Kartajaya, H. (2019). CITIZEN 4.0 : Menjejakkan Prinsip-Prinsip Pemasaran Humanis Di Era Digital (Tarigan Andi (ed.)). Gramdeia Pustaka Utama.
Kasali, R. (2019). #MO: Sebuah Dunia Baru yang Membuat Orang Gagal Paham. In Gramedia.
Kotler, P., KARTAJAYA, H., & SETIAWAN, I. (2019). Marketing 4.0 : Bergerak dari Tradisional ke Digital (A. Tarigan (ed.)). Gramedia Pustaka Utama.
KOTLER, P., KARTAJAYA, H., & SETIAWAN, I. (2017). MARKETING 4.0, moving from traditional to digital. In Marketing.
Kotler, P., & Keller, K. L. (2009a). Manajemen pemasaran Jilid 1. In Jakarta.
Kotler, P., & Keller, K. L. (2009b). Manajemen Pemasaran Jilid 2 (A. Maulana & Y. Sri Hayati (eds.); 13th ed.). Penerbit Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15/e. In Prentice Hall. https://doi.org/10.1080/08911760903022556
Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee). Jurnal Administrasi Bisnis. https://doi.org/10.14710/jab.v8i1.23767
Marketers, & Kartajaya, H. (2019). WOW BRAND 300 Tahun 2019. March.
Pratidana, D. (2017). Pengaruh Perceived Quality Wuling Motors Terhadap Kesediaan Komunitas Untuk Melakukan Brand Advocacy (Studi Pada Komunitas Wuling Club Indonesia Chapter Jakarang). In Journal of Experimental Psychology: General (Vol. 136, Issue 1). Universitas Multimedia Nusantara.
Prendergast, G., Ko, D., & Yuen, S. Y. V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708. https://doi.org/10.2501/s0265048710201427
Putri, M. S., & Suyanto, A. (2019). Indonesia Analysis the Effect of Trust , Easy , and Information Quality on Purchase Decisions on Marketplace in Indonesia. 6(2), 2077–2082.
Rada, V. D. de, & Martín, V. M. (2014). Random Route and Quota Sampling: Do They Offer Any Advantage over Probably Sampling Methods? Open Journal of Statistics, 04(05), 391–401. https://doi.org/10.4236/ojs.2014.45038
Rahman, A. (2016). Pengaruh Celebrity Endorser Dan Public Relation Terhadap Citra Perguruan Tinggi Swasta Dan Minat Kuliah Di Politeknik Lp3I Jakarta. VIII(2).
Rahman, S. H., Rohaeni, H., Wijaya, S., & Dewi, K. (2020). Pengaruh Price Discount dan Bonus Pack Terhadap Purchase Intention. Jurnal Sain Manajemen, 2(1), 24–36.
Rosani, S. A., & Tarigan, M. (2019). Validasi Instrumen Followership Model Kelley. 3(2), 70–79.
Sandjojo, C. T. (2017). Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya Vol.6 No.2 (2017). Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 6(2), 1721–1739.
Sari, A. P., & Rahmidani, R. (2019). Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada. 2, 666–677.
Setiawan, I., & Savitri, Y. (2016). NEW CONTENT MARKETING Gaya Baru Pemasaran Era Digital (S. Raynardia (ed.)). Gramedia Pustaka Utama.
Sudaryono. (2014). PERILAKU KONSUMEN Dalam Perspektif Pemasaran (1st ed.). Lentera Ilmu Cendekia.
Sutanto, F., & Mussry, J. (2017). the Behavior of Lighting Industry in New Wave Marketing Point of View and Its Applications. 1–15.
Thakkar, J. J. (2020). Introduction to Structural Equation Modelling. In Studies in Systems, Decision and Control. https://doi.org/10.1007/978-981-15-3793-6_1
Vuksanović, D., Ugarak, J., & Korčok, D. (2016). Industry 4.0: the Future Concepts and New Visions of Factory of the Future Development. January 2016, 293–298. https://doi.org/10.15308/sinteza-2016-293-298
Wahyu, L., Mihardjo, W., Sasmoko, S., Alamsjah, F., & Djap, E. (2019). CO-CREATION INNOVATION TRANSFORMATION MODEL : PRAKTIK DI Transformational Experience Distinctive Operational Co-Creation Business Model Innovation Leonardus W . Wasono Mihardjo | Sasmoko | Firdaus Alamsjah | Elidjen (Issue October).
Waringin, T. D. (2008). MARKETING REVOLUTION : Bagaimana meningkatkan kekayaan. Gramdeia Pustaka Utama.
Wijanarko, P., Suharyono, S., & Arifin, Z. (2016). PENGARUH CELEBRITY ENDORSER TERHADAP CITRA MEREK DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei kepada Pengunjung Warung Kopi Kriwul, Kelurahan Merjosari, Kecamatan Lowokwaru, Kota Malang yang Pernah Melihat Iklan dan Membeli TOP Coffee). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 34(1), 165–171.
Wojciech. (2017). The Impact of the Internet of Things on Value Added to Marketing 4.0. Marketing of Scientific and Research Organizations, 26(4), 187–204. https://doi.org/10.14611/minib.26.12.2017.18
Zhang, T., Li, P., Yang, L. X., Yang, X., Tang, Y. Y., & Wu, Y. (2019). A discount strategy in word-of-mouth marketing. Communications in Nonlinear Science and Numerical Simulation, 74, 167–179. https://doi.org/10.1016/j.cnsns.2019.03.015.
Published
2020-08-07
How to Cite
Darwin, M. (2020). THE EFFECT OF COMMUNICATION STRATEGY IN MARKETING 4.0 PURCHASE DECISIONS THROUGH BRAND ADVOCACY IN SHOPEE E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 4(2), 375-396. https://doi.org/10.31955/mea.v4i2.482
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