E-Promotion in The “Kopi Kenangan” Customers’ Purchase Decisions

DOI

10.2991/aebmr.k.210831.081How to use a DOI?

Keywords

brand familiarity, e-promotion, message, personal relevance

Abstract

E-promotions on social media can influence “Kopi Kenangan” customer purchasing decisions. Personal Relevance, Brand Familiarity, Message, and purchasing decision are variables to be studied, in this case, using the attention model. This study population is the resident of the city of Bandung, with a sample of 100 respondents. The sampling technique used is a non-probability sampling. The results showed that the Personal Relevance variable affected purchasing decisions. Brand familiarity stated that there was an influence on purchasing decisions. The dimension of message also shows a significant result but indicates a negative result.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Echo Perdana Kusumah
AU  - Ratih Huriyati
AU  - Puspo Dewi Dirgantari
PY  - 2021
DA  - 2021/09/02
TI  - E-Promotion in The “Kopi Kenangan” Customers’ Purchase Decisions
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 407
EP  - 410
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.081
DO  - 10.2991/aebmr.k.210831.081
ID  - Kusumah2021
ER  -