Paper Title :Digital Marketing Communication Model of Traditional Indonesian Decorative Art Products: Antecedents to Call to Action
Author :Hatane Semuel, Serli Wijaya
Article Citation :Hatane Semuel ,Serli Wijaya ,
(2017 ) " Digital Marketing Communication Model of Traditional Indonesian Decorative Art Products: Antecedents to Call to Action " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 72-77,
Volume-3,Issue-9
Abstract : Marketing communication is an essential element in business and the measurement of communication process
needs to be taken for both persuasive and instructive marketing content. The proliferation of digital communication media
has posed a significant implication on marketing strategy. As call to action is used as an output indicator of digital
communication, it has therefore become the ultimate goal of the whole communication process. This study aims to examine
the antecedents to call to action as a consumer’s immediate response towards digital marketing communication activity. User
background, cultural experience, and website quality are adopted as exogenous variables while intention is selected as an
intervening variable. The focus of this study is on the traditional Indonesian decorative art products. The samples involve
small-scale entrepreneurs of batik products in Surabaya and Sidoarjo, East Java. The survey was completed online by 187
netizens as a non-probability sample. Netizens were asked to open a website that provides information about the traditional
Indonesian decorative art products typical of East Java Indonesia, then fill out the online questionnaire provided. In addition,
Focus Group Discussions (FGDs) were conducted against 15 owners of Small and Medium Enterprises (SME) in Surabaya
and Sidoarjo. Analysis of experimental data using the Smart PLS. The results show that there is a significant and positive
influence of user background, cultural experience, and website quality on intention, which in turn, poses a significant and
positive effect on call-to-action. In addition, intention is shown as a perfect intervening variable between user background,
cultural experience, and website quality, and call-to-action. The results also indicate that the majority of the SMEs owners
have adequate understanding of online product marketing.
Index Terms: Digital marketing communication, call-to-action, user background, cultural experience, website quality,
traditional Indonesian decorative art products.
Type : Research paper
Published : Volume-3,Issue-9
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-9489
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Copyright: © Institute of Research and Journals
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Published on 2017-11-24 |
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