Big data and content marketing on purchase decisions online in Indonesia
DOI:
https://doi.org/10.31150/ajebm.v3i1.123Keywords:
Big data, content marketing, and purchase decisionAbstract
This study aimed to describe big data, content marketing and purchase decision, analyze the influence of big data and content marketing on purchase decision, and analyze the dominant variable between big data and content marketing on online purchase in Indonesia.
This research was conducted in Indonesia with 134 sample respondents. The method used in this research is descriptive method. This study used a accidental sampling using data collection tools through an online questionnaire.
The results of multiple regression analysis proved the variables of big data and content marketing, partially or simultaneously have an effect on purchase decision. The influence is a positive effect, if a technology online driven function as volume, velocity, variety, veracity, and value, it will encourage consumers to purchase decision in Indonesia. Furthermore, if the content marketing gives a positive impression on a product that is offered online through cognition, sharing, persuasion, and decision making would increase consumers online purchase decision. From testing the hypothesis that the variables of content marketing, it turns out the dominant influence on purchase decision.
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References
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APJII. 2018. Penetration and Behavior Profile of Indonesian Internet Users, Survey of 2018. Report of Polling Survey of Indonesia and Indonesian Internet Service Providers Association (APJII) 2019. 6545
Basir, Muhammad., Basri Modding., Jeni Kamase., & Sabri Hasan. 2015. Effect of Quality Service, Orientation Services, and Pricing on Loyalty and Customer Satisfaction in Marine Transportation Services. International Journal of Humanities and Social Science Innovation. Vol. 4, Issue 6, June 2015. pp. 01-06.
Bhosale, Harshawardhan S. & Devendra P. Gadekar. 2014. A Review Paper on Big Data and Hadoop. International Journal of Scientific and Research Publications. Vol. 4 Issue 10, Oct. 2014. Page 1-7
De Mauro, Andrea., Marco Greco & Michele Grimaldi. 2016. A Formal Definition of Big Data Based on its Essential Features. Library Review on researchgate.net, Vol. 65. Issue 3, pp.122-135Rancati
Elisa,& Niccolo Gordini. 2014. Content Marketing Matrics: Theoretical Aspects and Empirical Evidence. European Scientific Journal. December 2014. Vol. 10. No. 34. Page 92-104
Ella, Hamzah. 2017. Effect of the Quality of Satisfaction at the Hotels in The Sinjai District. Managerial Marketing eJournal, Vol. 9, No. 2; Jan 2017.
Hadi, Hiba Jasim., Ammar Hameed Shnain., Sarah Hadishaheed & Azizah Binti Haji Ahmad. 2015. Big Data and Five V'S Characteristiucs. International Journal of Advances in Electronics and Computer Science, ISSN: 2393-2835, Volume 2, Issue 1, January 2015.
Jeble, Shirish., Sneha Kumari, & Yogesh Patil. 2018. Role of Big Data in Decision Making. Operations and Supply Chain Management. Vol. 11. No. 1, 2018. Pp. 36-44. ISSN 1979-3561, E-ISSN 2759-9363.
Karr, D. 2016. How to Map Your Content to Unpredictable Customer Journeys. Mapping Content Marketing eBooks. Meltwater Outside Insight.
Kotler, Philip & Kevin Lane Keller. 2016. Marketing Management 15years, Global Edition. Pearson Education Limited. England.
Limandono, Johan Ardi & Diah Dharmayanti. 2017. Effect of Content Marketing and Event Marketing on Customer Engagement with Social Media Marketing as a Moderation Variable in Pakuwon City. Journal of Marketing Strategy, Vol. 5, No. 1, 2017, pp.1-11.
Malhotra, Naresh K., Daniel Nunan., & David F. Birks. 2017. Marketing Research, An Applied Approach, Fifth Ed. Pearson Education Limited.
Merendino, Alessandro, et. al. 2018. Big Data, Big Decisions: The Impact of Big Data on Board Level Decision. Journal of Business Research, 93, August 2018. pp. 67-78. DOI: 10.1016 / j.jbusres.2018.08.029.
Nurvidiana, Rahma., Kadarisman Hidayat & Yusri Abdillah. 2015, The Influence of Word of Mouth, on Purchase Interest and Its Impact on Purchasing Decisions (Survey on Consumer Republica Cafe Malang, Jl. MT. Haryono Gg. XI Malang). Journal of Business Administration (JAB) Vol. 22 No. 2, May 2015.
Pavitra & Niranjanmurthy. 2016. The Study of Big Data Analytics in E-Commerce. International Journal of Advanced Research in Computer and Communication Engineering (IJARCCE). Vol. 5, No. 2. Oct. 2016. Page 126-131
Pratiwi, Dewanti & Henni Gusfa. 2018. The Effect of Content Marketing on the Formation of Brand Awareness at Kalbis Institute. Journal of Media Kom, Vol. 8, No. 2, December 2018.
Roza, Suswita. 2014. Analysis of the Effect of Lifestyle on Consumer Decisions to Choose Eco Products. Journal of Jambi University Humanities Research Series. Vol. 16. No. 2. PP. 47-59. July - December 2014.
Suhartini & Syahnur Said. 2019. Effect of Marketing Mix on Purchasing Decisions in Beauty Clinics in Makassar City. Center of Economic Student Journal. Vol. 2 No. 2. April 2019.
Syam Andi Hendra., Basri Modding., Jeni Kamase., & Aryati Arfah. 2017. Influence of Service Marketing, Quality of Service, to Decision of Students in Choosing Private Higher Education in Makassar. Journal of Research in Business and Management. Vol. 5, Issue 5 (2017), pp. 41-46.
Widowati, Hari. 2018. Indonesia Becomes the Fastest E-Commerce Growth Country in the World. Databoks.Katadata.co.id.
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Published
2020-01-29
How to Cite
., S., Said, S., Kamase, J., Ella, H., Rachman, A., & Dunggio, T. (2020). Big data and content marketing on purchase decisions online in Indonesia. American Journal of Economics and Business Management, 3(1), 168–177. https://doi.org/10.31150/ajebm.v3i1.123
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