THE EFFECT OF ITEM BASED LOYALTY PROGRAM, SOCIAL MEDIA MARKETING AND SALES PROMOTION ON PURCHASE DECISION
ON E-COMMERCE USERS

THE EFFECT OF ITEM BASED LOYALTY PROGRAM, SOCIAL MEDIA MARKETING AND SALES PROMOTION ON PURCHASE DECISION
ON E-COMMERCE USERS

item based, loyalty program, social marketing, sales promotion, purchase decision

The purpose of this research is to test item-based loyalty programs, social marketing, and sales promotion that have an influence on purchase decisions among e-commerce users. Sampling was carried out using the non-probability sampling method and the data collection technique used purposive sampling, the sample size was 250 respondents, namely e-commerce users in West Jakarta. Data was collected by distributing questionnaires online via the Google Form. The analysis technique used is SEM analysis and the data is processed using SmartPLS software. The results of this study indicate that item-based loyalty programs have a significant positive effect on purchase decisions, social marketing has a significant negative effect on purchase decisions, sales promotion has a significant positive effect on purchase decisions. Sales promotion, Item-Based Loyalty Program, Social Media Marketing are tools used by companies to increase the level of sales of a product and determine consumer purchasing decisions. The novelties of this study will provide guidelines for future research, design the most effective programs for e-commerce entrepreneurs, and provide empirical results for future research.

Andrico Julianto1, Rodhiah2

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

pdf

english

text