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作者:Poppy Wulandari
作者(英文):Poppy Wulandari
論文名稱:Effect of Engagement Marketing Mix on Purchasing Intention: Indonesia Omni-channel Companies as Example
論文名稱(英文):Effect of Engagement Marketing Mix on Purchasing Intention: Indonesia Omni-channel Companies as Example
指導教授:陳啟斌
指導教授(英文):Chie Bein-Chen
口試委員:張國忠
祝道松
口試委員(英文):Kuo-Chung Chang
Dauw-Song Zhu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
學號:610633028
出版年(民國):109
畢業學年度:108
語文別:英文
論文頁數:59
關鍵詞(英文):E-commerceOmni-channelMarketing mixPurchase intention
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Indonesia with a population of 264 million is the country with the highest growth
of e-commerce companies in Southeast Asia (APJII, 2018; e-Conomy SEA , 2018).
Lately, the business model in e-commerce companies is also experiencing a rapid
revolution. The latest business model is Omni-channel, where the difference in benefits
between shopping at a physical store and an online store disappears. That is, retailers
will provide shopping experiences at the same physical and online store (Brynjolfsson et
al., 2013). This study examines the effect of engagement marketing mix on purchase
intentions in Indonesian omni-channel companies as example. The mediator that
mediates these influences is customer relationship management. And information
delivery in this study has the role of moderator. Our findings through hypothesis testing
show that there is a positive effect of all independent variables on the dependent variable.
This study answers the overall research objectives. That product, prices, places, and
promotions as a marketing mix entity if the whole is equalized on online and offline
platforms will increase consumer purchase intentions. Customer relationship
management which is also based on an analysis of engagement marketing mix if managed
properly can increase purchase intentions. Finally, clear information delivery on online
and offline platforms can increase purchase intentions.
Acknowledgment ………………………………………………………………... ii
Abstract …………………………………………………………………….............. iii
Table of Contents ………………………………………………...……………...... iv
List of Figure …………………………………………………………………........... vi
List of Table ……………………………………………………………………..…. vii
CHAPTER I INTRODUCTION ……………………………………………….. 1
1.1 Research Background and Motivation ……………………………………… 1
1.2 Research Problem and Objectives ……………………………………………. 4
1.3 Research Scope ……………………………………………………………….. 5
1.3.1 Geoghraphy Scope ……………………………………………………….. 5
1.3.2 Research Outline ………………………………………………………… 5
CHAPTER II LITERATURE REVIEW ……………………………………… 7
2.1 Omni-channel ………………………………………………………………. 7
2.1.1 Omni-channel vs. Multi-channel ………………………………………….. 8
2.1.2 Omni-channel Features ………………………………………………….. 8
2.1.3 Purchase Intentions on Omni-channel …………………………………….. 9
2.2 Engagement Marketing Mix ………………………………………………… 10
2.3 Customer Relationship Management ……………………………………….. 13
2.4 Information Delivery ………………………………………….…………….. 14
CHAPTER III METHODOLOGY ……………………………………………….. 17
3.1 Research Framework ………………………………………………………... 17
3.2 Hypothesis Development …………………………………………………….. 17
3.3 Research Approach and Data Collection ……………………………………… 20
3.3.1 Quantitative Approach ………………………………………...…………… 20
3.3.2 Questionnaires ……………………………………………..……………… 21
3.3.3 Sampling ……………………………………………………..……………. 24
3.4 Data Analysis ………………………………………………….….………….. 24
3.4.1 Descriptive Statistics ………………………………………..……………… 24
3.4.2 Cronbach’s Alpha …………………………………………………………. 25
3.4.3 Correlation Analysis ………………………………………………………. 25
3.4.4 Validity Analysis …………………………………………………………… 25
3.4.5 Multi Regression Analysis …………………………………………………. 26
CHAPTER IV RESULTS AND ANALYSIS ……………………………………. 27
4.1 General Description of Pilot Study …………………………………………. 27
4.1.1 Sample Source, Profile, and Respondent Rate of Pilot Study …………….. 27
4.1.2 Reliability Analysis of Pilot Study …………………………………………. 28
4.2 General Description of Main Study …………………………………………… 30
4.2.1 Profile of Respondents ……………………………………………………… 31
4.2.2 Correlation Matrix ………………………………………………………….. 32
4.2.3 Reliability and Validity …………………………………………………….. 32
4.2.3.1 Convergent Validity Analysis ……………………………………….. 33
4.2.3.2 Discriminant Validity Analysis ……………………………………… 36
4.3 Structural Equation Model ………………………………………………….. 36
4.4 Discussion …………………………………………………………………… 39
CHAPTER V CONCLUSION ………………………………………………… 41
5.1 Conclusions ………………………………………………………………… 41
5.2 Research Limitation and Future Research ………………………………….. 43
References ………………………………………………………………………….. 44
Appendix …………………………………………………………………………….. 51
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