THE EFFECT OF COMMUNICATION STRATEGY IN MARKETING 4.0 PURCHASE DECISIONS THROUGH BRAND ADVOCACY IN SHOPEE E-COMMERCE

  • Muhammad Darwin Universitas Nasional

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).

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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 MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 375-396. Retrieved from https://journal.stiemb.ac.id/index.php/mea/article/view/482