Vam analysis of local e-commerce acceptance
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Published:
Dec 30, 2024
Keywords:
Content Marketing, Customer Engagement, Influencer Marketing, Purchase Intention, Value-based Adoption Model
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Articles
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Abstract
This study evaluated the acceptance of HP Market Online Babel, a local e-commerce platform in Pangkalpinang, using a modified Value-based Adoption Model. The research focused on analyzing the influence of content marketing and influencer marketing on purchase intention, considering the mediating role of customer engagement. The study's objectives included analyzing the direct effects of content marketing and influencer marketing on customer engagement and purchase intention, and evaluating the mediating role of customer engagement in the relationship between digital marketing strategies and purchase intention. The research employed a quantitative approach with a cross-sectional survey design. The sample consisted of 100 active users of HP Market Online Babel, selected through purposive sampling. Data collection was conducted using an online questionnaire, and data analysis involved simple regression techniques and path analysis using SPSS software. The results revealed significant positive influences of content marketing and influencer marketing on customer engagement and purchase intention. Customer engagement played a mediating role in the relationship between both digital marketing strategies and purchase intention. Content marketing, particularly the informative content aspect, had the strongest impact in the research model. The study contributed to the development of the Value-based Adoption Model by integrating digital marketing strategies in the context of local e-commerce. The findings affirmed the importance of quality content and the strategic role of influencers in increasing customer engagement and driving purchase intention on local digital platforms. The results provided practical guidance for managers in optimizing digital marketing strategies, potentially improving business performance in the competitive local e-commerce market.
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How to Cite
Bakti, F., Amir, A., Isnanto, B., & Dendi, A. (2024). Vam analysis of local e-commerce acceptance. Indonesia Accounting Research Journal, 12(2), 77–88. https://doi.org/10.35335/iacrj.v12i2.346
References
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Barhemmati, N., & Asghari, A. (2015). Effects of social network marketing (snm) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science, 307–311. https://doi.org/10.12720/joams.3.4.307-311
Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through social media: an empirical study in chile. International Journal of Retail & Distribution Management, 46(4), 364–385. https://doi.org/10.1108/ijrdm-02-2017-0035
Brown, Z. (2016). Attractive celebrity and peer images on Instagram: Effect on women’s mood and body image. Body Image, 19, 37–43. https://doi.org/10.1016/j.bodyim.2016.08.007
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Levy, S. (2022). Brand bank attachment to loyalty in digital banking services: mediated by psychological engagement with service platforms and moderated by platform types. The International Journal of Bank Marketing, 40(4), 679–700. https://doi.org/10.1108/ijbm-08-2021-0383
Listyorini, H. (2024). Peran ulasan online dalam membangun kepercayaan tamu serta dampaknya pada niat pemesanan online di hotel aston banyuwangi. Cakrawala Repositori Imwi, 7(02), 3576–3591. https://doi.org/10.52851/cakrawala.v7i02.668
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Pagani, M. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192. https://doi.org/10.1016/j.indmarman.2017.08.009
Piarna, R., & Fathurohman, F. (2019). Adopsi e-commerce pada umkm di kota subang menggunakan model utaut. Jurnal Ilmiah Ilmu Dan Teknologi Rekayasa, 2(1). https://doi.org/10.31962/jiitr.v2i1.13
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Utami, A., Ekaputra, I., Japutra, A., & Doorn, S. (2021). The role of interactivity on customer engagement in mobile e-commerce applications. International Journal of Market Research, 64(2), 269–291. https://doi.org/10.1177/14707853211027483
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209. https://doi.org/10.1504/ijids.2019.101994
Wandoko, W. (2022). The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust. Journal of Relationship Marketing, 21(2), 148–167. https://doi.org/10.1080/15332667.2022.2035198
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. (2020). Influencer endorsements: how advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal (Amj), 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
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Arifin, M. F., Hartoyo, H., & Yusuf, E. Z. (2020). The Importance of Service Quality in Building Customer Satisfaction and Loyalty in the Service Industry: A Case Study of Hunky Dory Barbershop. Binus Business Review, 11(2), 79–89. https://doi.org/10.21512/bbr.v11i2.6268
Asmiatun, S., Cholil, S., & Utomo, V. (2022). Pemanfaatan marketplace shopee untuk keberlangsungan umkm batik kampung tematik durenan indah semarang. Abdiformatika Jurnal Pengabdian Masyarakat Informatika, 2(1), 13–18. https://doi.org/10.25008/abdiformatika.v2i1.146
Awaluddin, M., Nugraha, L., & Noviaristanti, S. (2022). Analysis of e-commerce adoption for msmes in the food and beverage sector in garut regency. https://doi.org/10.46254/eu05.20220574
Barhemmati, N., & Asghari, A. (2015). Effects of social network marketing (snm) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science, 307–311. https://doi.org/10.12720/joams.3.4.307-311
Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through social media: an empirical study in chile. International Journal of Retail & Distribution Management, 46(4), 364–385. https://doi.org/10.1108/ijrdm-02-2017-0035
Brown, Z. (2016). Attractive celebrity and peer images on Instagram: Effect on women’s mood and body image. Body Image, 19, 37–43. https://doi.org/10.1016/j.bodyim.2016.08.007
Cuong, D. T. (2021). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. Proceedings of International Conference on Emerging Technologies and Intelligent Systems. https://doi.org/10.1007/978-3-030-82616-1_44
Dharmalau, A., & Putra, D. (2021). Pelatihan umkm online untuk ketahanan ekonomi di masa pandemi covid 19. Jurnal Abmas Negeri, 2(2), 77–85. https://doi.org/10.36590/jagri.v2i2.171
Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274–286. https://doi.org/10.1108/jpbm-08-2017-1545
Fitriani, S., Medinah, M., & Linarti, U. (2020). Pengaruh faktor-faktor lingkungan eksternal yang menghambat penggunaan e-commerce pada umkm kerajinan di kota yogyakarta. Journal of Industrial and Engineering System, 1(2), 101–110. https://doi.org/10.31599/jies.v1i2.317
Gald’on-Salvador, J. (2024). Effect of social media influencers on consumer brand engagement and its implications on business decision making. El Profesional De La Informaci{’o}n, 33(2). https://doi.org/10.3145/epi.2024.0210
Hisyam, M. (2023). Pemanfaatan media pemasaran digital: upaya meningkatkan pemasaran produk umkm di pulau panjang, kelurahan sijantung, kecamatan galang, kota batam. Minda Baharu, 7(2), 351–364. https://doi.org/10.33373/jmb.v7i2.5818
Kalinaki, K. (2023). Scaling up customer support using artificial intelligence and machine learning techniques. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence, 23–45. https://doi.org/10.4018/978-1-6684-7735-9.ch002
Khaira, U., Suratno, T., Noverina, Y., Abidin, Z., & Hutabarat, B. (2022). Pembuatan konten dan digital marketing sebagai upaya peningkatan pemasaran produk umkm kecamatan danau teluk. Gervasi Jurnal Pengabdian Kepada Masyarakat, 6(2), 314–326. https://doi.org/10.31571/gervasi.v6i2.3237
Kilay, A. L. (2022). The Influence of E-Payment and E-Commerce Services on Supply Chain Performance: Implications of Open Innovation and Solutions for the Digitalization of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030119
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126.
Lee, S. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232–249. https://doi.org/10.1080/20932685.2020.1752766
Levy, S. (2022). Brand bank attachment to loyalty in digital banking services: mediated by psychological engagement with service platforms and moderated by platform types. The International Journal of Bank Marketing, 40(4), 679–700. https://doi.org/10.1108/ijbm-08-2021-0383
Listyorini, H. (2024). Peran ulasan online dalam membangun kepercayaan tamu serta dampaknya pada niat pemesanan online di hotel aston banyuwangi. Cakrawala Repositori Imwi, 7(02), 3576–3591. https://doi.org/10.52851/cakrawala.v7i02.668
Maulana, M. (2023). Pengaruh social interactivity antara customer engagement behavior dan brand loyalty. Equilibrium Jurnal Penelitian Pendidikan Dan Ekonomi, 20(01), 45–54. https://doi.org/10.25134/equi.v20i01.7018
Maulana, R. Y. (2022). FOSTERING COLLABORATIVE DIGITAL TRANSFORMATION IN INDONESIAN LOCAL GOVERNMENT. In 35th Bled eConference: Digital Restructuring and Human (Re)action, BLED 2022 - Proceedings (pp. 733–758). https://doi.org/10.18690/um.fov.4.2022.48
Mrisha, S. (2024). The power of influence: how social media influencers are shaping consumer decision making in the digital age. Journal of Consumer Behaviour, 23(4), 1844–1853. https://doi.org/10.1002/cb.2308
Nofitasari, D., & Sardanto, R. (2023). Optimasi strategi content marketing sebagai upaya meningkatkan customer engagement pada akun sablon shift. Jurnal Simki Economic, 6(2), 475–485. https://doi.org/10.29407/jse.v6i2.399
Pagani, M. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192. https://doi.org/10.1016/j.indmarman.2017.08.009
Piarna, R., & Fathurohman, F. (2019). Adopsi e-commerce pada umkm di kota subang menggunakan model utaut. Jurnal Ilmiah Ilmu Dan Teknologi Rekayasa, 2(1). https://doi.org/10.31962/jiitr.v2i1.13
Pusadan, M. (2023). E-marketing sebagai strategi pemasaran produk usaha umkm bertransformasi digital. Jurnal Abmas Negeri, 4(2), 67–75. https://doi.org/10.36590/jagri.v4i2.683
Putri, A. P., & Dhewanto, W. (2022). The Effect of Entrepreneurial Factors on the Realization of Sustainable Development Goals (SDG) and Sustainability in Indonesia’s SMEs. Binus Business Review, 13(3), 303–313. https://doi.org/10.21512/bbr.v13i3.8524
Qin, Z. (2024). Influencer marketing platforms’ effect on light meal purchase intention and behavior. Sustainability, 16(11), 4369. https://doi.org/10.3390/su16114369
Roy, S., Balaji, M., Soutar, G., Lassar, W., & Roy, R. (2018). Customer engagement behavior in individualistic and collectivistic markets. Journal of Business Research, 86, 281–290. https://doi.org/10.1016/j.jbusres.2017.06.001
Siagian, S. (2023). Faktor yang mempengaruhi niat perilaku muslim menggunakan platform crowdfunding zakat: teori utaut model. Filantropi Jurnal Manajemen Zakat Dan Wakaf, 4(1), 60–77. https://doi.org/10.22515/finalmazawa.v4i1.8478
Sjah, M. I. (2018). Analyzing the Influence of Service Quality towards the Brand Image, Preceived Value, and Brand Loyalty of The Costumers of Heritage Hotel in Malang. Journal of Economics, Business, and Accountancy Ventura, 21(1), 51–59. https://doi.org/10.14414/jebav.v21i1.1094
Sriram, V. P. (2023). Consumer Behaviour on Digital Marketing Platforms—Specifically in Terms of Consumer Loyalty Using Machine Learning. Smart Innovation, Systems and Technologies, 290, 377–386. https://doi.org/10.1007/978-981-19-0108-9_40
Suastini, I., & Mandala, K. (2018). Pengaruh persepsi harga, promosi penjualan, dan citra merek terhadap kepuasan untuk meningkatkan loyalitas pelanggan. E-Jurnal Manajemen Universitas Udayana, 8(1), 84. https://doi.org/10.24843/ejmunud.2019.v08.i01.p04
Suhartanto, D., Ali, M., Tan, K., Sjahroeddin, F., & Kusdibyo, L. (2018). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Susanti, E. (2020). Pelatihan digital marketing dalam upaya pengembangan usaha berbasis teknologi pada umkm di desa sayang kecamatan jatinangor. Sawala Jurnal Pengabdian Masyarakat Pembangunan Sosial Desa Dan Masyarakat, 1(2), 36. https://doi.org/10.24198/sawala.v1i2.26588
Taiminen, K., & Ranaweera, C. (2019). Fostering brand engagement and value-laden trusted b2b relationships through digital content marketing. European Journal of Marketing, 53(9), 1759–1781. https://doi.org/10.1108/ejm-10-2017-0794
Tan, P. (2024). The impact of digital content marketing on customer engagement in an online fashion store. International Journal of Advanced Business Studies, 3(Special Issue 1), 107–123. https://doi.org/10.59857/ijabs.2581
Taufik, T., Setiawan, P., Fitrian, Y., Hendrawan, E., Sucipto, S., & Andriyadi, A. (2023). Penyuluhan pemanfaatan sosial media untuk pemasaran produk umkm di masa era digitalisasi. J-Abdi Jurnal Pengabdian Kepada Masyarakat, 3(3), 523–528. https://doi.org/10.53625/jabdi.v3i3.6269
Triandini, E., Djunaidy, A., & Siahaan, D. (2017). A maturity model for e-commerce adoption by small and medium enterprises in indonesia. Journal of Electronic Commerce in Organizations, 15(1), 44–58. https://doi.org/10.4018/jeco.2017010103
Utami, A., Ekaputra, I., Japutra, A., & Doorn, S. (2021). The role of interactivity on customer engagement in mobile e-commerce applications. International Journal of Market Research, 64(2), 269–291. https://doi.org/10.1177/14707853211027483
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209. https://doi.org/10.1504/ijids.2019.101994
Wandoko, W. (2022). The Influence of Digital Influencer, e-WOM and Information Quality on Customer Repurchase Intention toward Online Shop in e-Marketplace during Pandemic COVID-19: The Mediation Effect of Customer Trust. Journal of Relationship Marketing, 21(2), 148–167. https://doi.org/10.1080/15332667.2022.2035198
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