Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

IF 1.6 Q3 BUSINESS

Journal of Eastern European and Central Asian Research Pub Date : 2023-11-05 DOI:10.15549/jeecar.v10i6.1512

Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana

引用次数: 0

Abstract

This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.

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电子口碑对咖啡中小企业采购决策的中介作用:促销与体验营销

本研究旨在探讨促销和体验营销对咖啡中小企业电子口碑购买决策的影响。本研究是通过发放问卷进行定量研究。研究样本为100名受访者，采用科克伦公式。本研究的数据收集采用序数，并采用李克特量表进行测量。数据分析采用SEM-PLS和smart PLS进行，研究结果表明，体验营销对购买决策有显著影响。它展示了体验营销的感觉、感觉、思维、行为和相关组成部分是如何被营销人员经常用来影响消费者决策的。电子口碑营销受到体验营销的显著影响。研究表明，体验营销对咖啡中小企业使用网络口碑营销有影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.