INFLUENCING DIGITAL MARKETING COMMUNICATION OF CRYPTOCURRENCY-BASED TRANSACTION OF YOUNG INVESTORS
Keywords:
Digital Marketing, Digital Currency, Transaction DecisionAbstract
The objectives of this research were to study: 1) the cryptocurrency transaction decisions of young investors when classified by personal factors; and 2) the influence of digital marketing communications that affect the decision to make transactions via digital currency of young investors. The researcher used a convenient sample selection method to collect data from 600 young investors, using questionnaires that passed the content validity test. The statistics used in the data analysis consisted of percentage, mean, standard deviation, t-test, and one-way analysis of variance. Multigroup structural equation modeling (SEM) is used to capture the complex interrelationships between multiple indicators. The findings revealed that: 1) the decision to conduct cryptocurrency transactions was classified by personal factors with a statistically significant level of .05; and 2) digital marketing communications influenced the decision to conduct cryptocurrency transactions of the new generation of investors in the first two areas, namely community and co-creation.
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