Eurasia: Economics & Business (Nov 2023)
ANALYSIS OF E-MARKETING PROMOTIONS’ INFLUENCE PURCHASING INTEREST ON PURCHASE DECISIONS AND CONSUMER LOYALTY
Abstract
In the current era, the development process of a country is increasing very rapidly. We can see this from an increase in a country's per capita income which will increase the level of social welfare. With this, society has diverse needs which will open up business opportunities for producers. One of the busiest and most competitive businesses in MSMEs is processed food products, drinks and regional souvenirs that attract consumers' purchasing power. Tight competition will impact people's buying interest. Therefore, each MSME player will consider the right strategy, such as paying attention to the type of marketing used to attract consumer buying interest, such as carrying out promotions and sales using electronic media. This research aims to analyze the influence of e-marketing through online media which includes factors of trust, convenience and quality of information in influencing consumer buying interest which will have an impact on consumer purchasing decisions and consumer loyalty. The data in this research was collected using a questionnaire from as many as 100 people who were met at Falala Chocolate Bali with the criteria of having made online purchases. The analytical method used in this research consists of two analyses, namely descriptive analysis and structural analysis Equation Modeling-Partial Least Square (SEM-PLS). The results of this research show that the trust factor has a significant positive effect on consumer purchase intention, decisions and loyalty, convenience has a positive effect on purchase intention and loyalty, but does not have a significant effect on consumer decisions and information quality has a significant positive effect on consumer purchase interest.
