Key Influencing Factors On Ticket Purchase Decision

Cerlis Cesar Zeini, Adi Santoso, Riawan Riawan
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Abstract

Background – Rapid technological advances are able to change all aspects of life and consumer behavior, so that consumers often make purchasing decisions using technology such as the internet Aim – The aim of this research is to prove the influence of e-WebQual, content marketing, social media marketing variables on purchasing decisions. Design/ Methodology/ Approach - This research is quantitative research with a data collection method through questionnaires distributed using Google Form to 192 respondents using accidental sampling technique by distributing questionnaires to respondents who meet the criteria such as CGV Madiun cunsumers. Data measurement uses a Likert scale of one to 5. Data analysis in this study uses SMART PLS 3.0 Findings – The research results show that e-WebQual has a significant influence on the decision to purchase CGV Madiun tickets, content marketing has a significant influence on the decision to purchase CGV Madiun tickets, social media marketing has a significant influence on the decision to purchase CGV Madiun tickets. Conclusion - It was discovered that E-WebQual, content marketing, and social media marketing have a positive and significant impact on purchasing decisions. Research Implication – This research has important implications for consumers and the CGV Madiun company. It will be beneficial for consumers in making purchasing decisions due to rapidly developing technological advances, then it will be beneficial for the CGV Madiun company, judging from the research results, the variables e-WebQual, content marketing, social media marketing can be used to explain purchasing decisions so that they can have a positive influence on the performance of CGV Madiun Limitations – This research shows that the R-Square results show that 54.5% of the dependent variable can be explained by the independent variable, while the remaining 45.5% is influenced by other variables
影响购票决定的关键因素
背景--技术的飞速发展能够改变生活和消费行为的方方面面,因此消费者通常会利用互联网等技术做出购买决策。 目的--本研究旨在证明电子网络质量、内容营销、社交媒体营销变量对购买决策的影响。设计/方法/途径 - 本研究是一项定量研究,数据收集方法是通过谷歌表格向 192 名受访者发放问卷,采用意外抽样技术,向符合条件的受访者(如 CGV 马迪恩消费者)发放问卷。数据测量采用 1 至 5 分的李克特量表。数据分析采用 SMART PLS 3.0 研究结果 - 研究结果表明,电子网络质量对购买 CGV 马迪恩门票的决策有显著影响,内容营销对购买 CGV 马迪恩门票的决策有显著影响,社交媒体营销对购买 CGV 马迪恩门票的决策有显著影响。结论 - 研究发现,网络质量、内容营销和社交媒体营销对购买决策有积极而重要的影响。研究意义 - 本研究对消费者和 CGV 马迪恩公司具有重要意义。从研究结果来看,电子网络质量、内容营销和社交媒体营销这三个变量可以用来解释购买决策,从而对 CGV 马迪恩公司的业绩产生积极影响 局限性 - 本研究的 R 平方结果显示,54.5% 的因变量可由自变量解释,而其余 45.5%则受其他变量影响
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