Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education

Metta Padmalia

doi:10.26905/jmdk.v7i2.3329

Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education

Metta Padmalia

Abstract

The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial. This study is expected to provide an understanding of digital consumer buying behavior related to the generation of millenials students. The study population are all the people who have made a purchase online, while samples are selected based on purposive random sampling as 200 respondents. The data analysis uses a discriminant analysis IBM SPSS Statistics program 22. The test results prove that the discriminant variable sites and communities are able to discriminate against cross-generational purchase decisions.

https://doi.org/10.26905/jmdk.v7i2.3329

Keywords

Discriminant Analysis, E-Marketing Mix, , Millenial Generation, Online Purchasing Decisions

Full Text:

PDF

References

Benbunan-Fich, R., Lozada, H. R., Pirog, S., Wisenblit, J., & Priluck, R. (2001). Integrating Information Technology into the Marketing Curriculum: A Pragmatic Paradigm. Journal of Marketing Education, Vol. 23 No. 1, p. 5–15.

Bolton, RN, Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, YK, and Solnet, D. (2013). Understanding Generation Y and Their Use of Social Media: a Review and Research Agenda. Journal of Service Management, Vol. 24, No. 3, p.245-267.

Chaffey, D. and Ellis-Chadwick, F. (2016). Digital Marketing: Strategy, Implementation, and Practice. London: Pearson.

Crittenden, W.F., Biel, I.K., and Lovely, W.A. (2018). Embracing Digitalization: Student Learning and New Technologies. Journal of Marketing Education, Vol. 41, No. 1, pp: 5-14.

D'Esopo, M. & Almquist, E. (2007). An Approach to MasteringThe Marketing Mix. Business Strategy Series, Vol. 8, No. 2, pp.122-131.

El-Gohary, H. (2010). E-Marketing - A Literature Review from a Small Business Perspective. International Journal of Business and Social Science, Vol 1, No.1.

Gilang, G. (2018). Online shopping can make addiction, this is a psychologist's explanation(https://www.brilio.net/creator/-millenials-waspada-kecanduan-online-shopping-121952.html).

Hair, JF, Black, WC, Babin, BJ, and Anderson, RE (2014). Multivariate Data Analysis 7th Edition. USA: Pearson Education Limited.

Harrigan, P., & Hulbert, B. (2011). How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education. Journal of Marketing Education, Vol. 33, No. 3, pp: 253–272.

Hasan, A. (2008). Marketing. Yogyakarta: Media Pressindo.

Kalyanam, K. & McIntyre, S. (2002). The E-Marketing Mix: A Contribution of the E-Tailing Wars. Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp 483-495.

Kotler, P. (2003). Marketing Management. Elevent Edition. USA: Pearson Education, Inc.

Kotler, P. and Armstrong, G. (2001). Principles of Marketing (Translation). The eighth edition. Jakarta: Erlangga.

Kotler, P. and Keller, KL (2007). Marketing Management. Twelfth Edition. Jakarta: Erlangga.

Meng, SK & Chatwin, C. (2012). Measuring E-Marketing Mix Elements for Online Business. International Journal of E-Entrepreneurship and Innovation, Vol 3, No. 3.

Mujiyana & Elissa, I. (2013). Analysis of Factors Influencing Purchase Decision via the Internet at the Online Store. Journal of Industrial Engineering, September 2013: 143-152. (Https://ejournal.undip.ac.id/index.php/jgti/article/view/5382)

Prandelli E., & Verona G. (2006). Marketing in Rete, Milan: McGraw-Hill.

Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, T. & Hawkins, D. (2007). Consumer Behavior: Implications for Marketing Strategy, 5th ed. Sydney: McGraw-Hill.

Rinandiyanaa, LR, Kurniawati, A., and Kurniawan, D. (2017). Analysis of Factors Influencing Purchase Decision by the Millennial Generation in the culinary industry in Tasikmalaya. Journal of Economics, Vol 3, No. 1, pp 18-27.

Santrock, J.W. 2004. Educational Psychology 2nd ed. New York: McGraw-Hill Companies, Inc.

Schiffman, LG & Kanuk, LL (2000). Consumer Behavior. Seventh Edition. USA: Prentice-Hall, Inc.

Schiffman, L.G., Hansen, H. and Kanuk, L. (2011). Consumer Behavior: A European Outlook. New York: Prentice Hall.

Setiyaningrum, A., Udaya, J., and Efendi. (2015). Principles of Marketing. Yogyakarta: Andi.

Smith, PR & Chaffey, D. (2005). Emarketing Excellence: The Heart of eBusiness. Elsevier Butterworth-Heinemann.

Strauss, J. and Frost, R. (2001). E-Marketing. Second Edition. New Jersey: Prentice-Hall, Inc., Upper Saddle.

Sudaryanto, & Setiawan, DI (2012). Discriminant Analysis Marketing Mix Buying Decision Against Daily Morning Radar Jember. Journal of Business and Management, VI, 34-44.

Ward, A. (2015). Digital Marketing Strategy and Its Implications on SME Competitive Advantage in Indonesia. Conference Paper Finance and Business Forum IV. ISBN: 978-602-17225-4-1.

Wuest, BES, Welkey, Mogab, and Nicols. (2008). Exploring Consumer Shopping Preferences: Three Generations. Family and Consumer Sciences Research Journal, 100 (1): 31-37.

http://soclab.co/mengenal-para-millennial-konsumen-anda/

DOI: https://doi.org/10.26905/jmdk.v7i2.3329