Online Marketing Communication, Purchasing Behaviors, and Consumer’s Purchasing Decision of Fresh Seafood Mystery Box
DOI:
https://doi.org/10.55164/ecbajournal.v15i3.264942Keywords:
Online Marketing Communication, Purchasing Behavior, Purchasing Decision of Fresh Seafood Mystery BoxAbstract
This research objectives are (1) To test online marketing communications, influencing decision to purchase fresh seafood mystery box. (2) To compare the purchasing decisions of fresh seafood mystery box classified according to the purchasing behavior of consumers. The sample were consumers of fresh seafood mystery box that consisted of 400 samples. The data were collected via online questionnaire (Google Form) in Facebook groups, seafood mystery and analyze data using descriptive statistics, including frequency, percentages, means, and standard deviations. Moreover, Inferential statistics include multiple linear regression and one-way ANOVA.
The results found that online marketing communications influence the purchase decision of fresh seafood mystery box at the statistical significance level of 0.05, consisting of 4 aspects: online advertising online public relations online direct marketing and online personal sales by prediction equation that is 61.00 percent. Moreover, the comparison results of the purchase decisions of fresh seafood mystery boxes classified according to consumer purchase behavior found that the decision to buy fresh seafood mystery box were different. There were different opinions about the media used as purchasing channels, purchase frequency, and budget for purchasing with statistically significant at the 0.05 level.
This research is suitable for those who are interested or those who do business about selling fresh seafood mystery box to plan online marketing communications. especially in online personal sales to target customers who are interested in efficiently consuming fresh seafood mystery box and meet the needs of consumers.
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