Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

DOI

10.2991/aebmr.k.210831.064How to use a DOI?

Keywords

digital marketing, millennia, purchase decision, covid-19

Abstract

This study aims to figure out how digital marketing affects Indonesia’s millennial purchase decision during the Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as a sample who had social media and purchased at least once in the fashion sector of Small Medium Enterprises (SMEs). The data were collected through a survey questionnaire and interviewed through google meetings. The data were analyzed through simple regression using SPSS 23.0. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000, which means that the variable of digital marketing has a positive and partially gives significant effect to the millennial purchase decision. The R Square number of 30.7% shows the influence of the free variable (digital marketing) on the dependent variable (millennial purchase decision). This implies that the more intense digital marketing is applied in the Covid-19 situation, the more influence receives by millennials to make a purchase decision.

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  - Tika.A Koeswandi
AU  - Lili.Adi Wibowo
AU  - Mira. Nurfitriya
PY  - 2021
DA  - 2021/09/02
TI  - Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 328
EP  - 331
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.064
DO  - 10.2991/aebmr.k.210831.064
ID  - Koeswandi2021
ER  -