Analyis Of Digital Marketing Adoption Affected Buy Relative Advantage
Abstract
Digital marketing adoption can be defined as the process of embracing and implementing sales strategies that prioritise the use of digital platforms and internet technology. This study is concerned with analysing the relative advantage of video marketing adoption on the TikTok platform in Indonesia, with a view to predicting its effectiveness. The population of this study consists of Indonesian individuals who use the TikTok platform. A sample of 420 respondents was selected via an online and face-to-face survey, with the objective of ensuring a random selection from the population. The data analysis technique employed in this quantitative research utilises a statistical approach. The programme employed for data analysis using the regression method is Statistical Product and Service Solution (SPSS). In order to meet the criteria for data analysis using regression, an interval scale is used. The data analysis technique employed in this study is regression. The findings of this study are highly precise, with a significance level of 95%. Drawing upon the findings of research analysis, digital marketing adaptation is influenced by relative advantage. The results indicate that the competitive industry refers to an economic sector where multiple companies must compete to promote similar goods or services on social media.
Downloads
References
N. A. Hamdani, I. Permana, S. Nugraha, and G. A. F. Maulani, “Nostalgic Marketing: A Study on Baby Boomers Generation,” 2020. doi: 10.2991/aebmr.k.200915.087.
N. A. Hamdani, G. A. F. Maulani, and A. Supriyatna, “Contributing factors of good corporate governance and employee performance to bank performance,” J. Soc. Sci. Res., vol. 2018, no. Special Issue 4, 2018, doi: 10.32861/jssr.spi4.235.237.
S. F. Nurfauziah and N. A. Hamdani, “The Influence of Social Media Against Interest in Buying Kopilogi Products,” Bus. Innov. Entrep. J., vol. 3, no. 1, pp. 75–83, 2021, doi: 10.35899/biej.v3i1.107.
A. Dwijayanti and P. Pramesti, “Pemanfaatan Strategi Pemasaran Digital menggunakan E-Commerce dalam mempertahankan Bisnis UMKM Pempek4Beradek di masa Pandemi Covid-19,” Ikra-Ith Abdimas, vol. 4, no. 2, 2021.
A. T. Edriasa and R. Sijabat, “Purchase Intention Short Video Marketing Tiktok: Studi Pada Boy Group BTS Tokopedia,” J. Adm. Bisnis (JAB, vol. 12, no. 1, 2022.
E. F. Santika, “Proporsi Pilihan Kanal yang Di Anggap Efekti untuk Video Marketing oleh Pemasar,” Databooks, 2023.
N. . Mohammed and A. Ahmad, “Digital Marketing Adoption Influenced by Relative Advantage and Competitive Industry: A UAE Tourism Case Study,” Marketing. ijicc.net, 2020.
A. Putri and M. Arif, “Pengaruh Digital Marketing Dan Inovasi Produk Terhadap Pendapatan,” J. Ekon. Ekon. Syariah, vol. 6, no. 1, pp. 1–15, 2023, doi: 10.36778/jesya.v6i1.915.
D. N. P. Siregar, W. Cahyani, and A. U. Chaniago, “Pengaruh Customer Relationship Management ( Crm ) Terhadap Loyalitas Pengguna Irian Card ( I-Card ) Pada Irian Dept Store & Supermarket Medan Marelan,” J. SAINTIKOM (Jurnal Sains Manaj. Inform. dan Komputer), vol. 19, no. 1, 2020.
V. Desai, “Digital Marketing : A Review,” Int. J. Scentific Res. Dev., no. March, 2019.
S. Jung and V. Shegai, “The Impact of Digital Marketing Innovation on Firm Performance : Mediation by Marketing Capability and Moderation by Firm Size,” sustainability, 2023, doi: 10.3390/su15075711.
S. K. Deb, S. M. Nafi, and M. Valeri, “Promoting tourism business through digital marketing in the new normal era: a sustainable approach,” Eur. J. Innov. Manag., 2022, doi: 10.1108/EJIM-04-2022-0218.
A. D. Anggraeni, “Marketing Plan sebagai Upaya Pencapaian Strategi Pemasaran Perguruan Tinggi Swasta,” Bus. Innov. Entrep. J., vol. 1, no. 1, pp. 44–47, 2019, [Online]. Available: http://ejournals.fkwu.uniga.ac.id/index.php/BIEJ
M. T. Nuseir, A. Aljumah, and A. D. Campus, “Digital Marketing Adoption Influenced by Relative Advantage and Competitive Industry : A UAE Tourism Case Study,” Int. J. Innov. Creat. Chang., vol. 11, no. 2, pp. 1–15, 2020.
S. Nugraha, M. Ridwan, and N. A. Hamdani, “The Influence of Customer Involvement and Social Networking Sites on Innovation Performance,” vol. 5, no. 3, pp. 176–183, 2023.
kimathi doreen Kawira, E. Maluku, and R. Odhiambo, “Effect of Digital Marketing on the Performance of MSMES in Kenya,” J. Mark. Commun., vol. 2, no. 1, pp. 1–24, 2019.
S. Krishnaprabha and R. Tarunika, “An analysis on building brand awareness through digital marketing initiatives,” Int. J. Res. Eng. Sci. Manag., 2020.
G. Abdul, F. Maulani, N. Fauziah, T. Mohamad, and S. Mubarok, “The Effect Of Digital Literacy And E-Commerce Toward Digital Entrepreneurial Intention,” Bus. Innov. Entrep. J., vol. 5, no. 3, pp. 184–191, 2023.
I Gusti Ayu Ketut Giantaria, N. N. K. Yasaa, H. B. Suprastoa, and P. L. D. Rahmayantib, “The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance,” Int. J. Data Netw. Sci., vol. 6, 2022, doi: 10.5267/j.ijdns.2021.9.006.
M. Shamout, R. Ben-Abdallah, M. Alshurideh, H. Alzoubi, B. al Kurdi, and S. Hamadneh, “A conceptual model for the adoption of autonomous robots in supply chain and logistics industry,” Uncertain Supply Chain Manag., vol. 10, no. 2, pp. 577–592, 2022.
L.-W. Wong, L.-Y. Leong, J.-J. Hew, G. W.-H. Tan, and K.-B. Ooi, “Time to seize the digital evolution: Adoption of blockchain in operations and supply chain management among Malaysian SMEs,” Int. J. Inf. Manage., vol. 52, p. 101997, 2020.
S. A. Qalati, D. Ostic, M. A. B. A. Sulaiman, A. A. Gopang, and A. Khan, “Social media and SMEs’ performance in developing countries: Effects of technological-organizational-environmental factors on the adoption of social media,” SAGE Open, vol. 12, no. 2, p. 21582440221094590, 2022.
S. Wulandari, K. Keni, and T. A. Ping, “Pengaruh Relative Advantage Dan Perceived Ease Of Use Terhadap Attitude Dengan Trust Sebagai Variabel Mediasi,” J. Muara Ilmu Ekon. dan Bisnis, vol. 7, no. 1, 2023, doi: 10.24912/jmieb.v7i1.21228.
L. Wong, L. Leong, J. Hew, G. W. Tan, and K. Ooi, “International Journal of Information Management Time to seize the digital evolution : Adoption of blockchain in operations and supply chain management among Malaysian SMEs,” Int. J. Inf. Manage., no. March, pp. 1–19, 2019, doi: 10.1016/j.ijinfomgt.2019.08.005.
S. H. Sahir, Buku ini di tulis oleh Dosen Universitas Medan Area Hak Cipta di Lindungi oleh Undang-Undang Telah di Deposit ke Repository UMA pada tanggal 27 Januari 2022. Medan: PENERBIT KBM INDONESIA, 2022.
Excel, “Continuum Line on Relative Advantage.” 2023.
SPSS, “Model Summary.” 2023.
