THE EFFECT OF DIGITAL MARKETING MIX ON CONSUMERS PURCHASES INTENTION
Sulistijono, Asep Kadarisman.
School of Creative Industries, Telkom University
Abstract
The Digital Marketing Mix is one of the elements used by marketers in marketing their products aimed at building con-sumers 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 quantitative 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 Mar-keting 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 increased so that buying interest that arises from consumers increases.
Keywords: Digital Marketing Mix, Consumers Purchase Intention
Topic: Business