Penerapan AISAS Dan Guerilla Strategy Terhadap Keberhasilan  E-commerce Pertanian

Akbar, Bintang Mukhammad Burhanudin

doi:10.52005/bisnisman.v1i2.12

Cited by 1 publication

(1 citation statement)

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“…This can happen because consumers are not too concerned with how the marketing has done, but they are more concerned with the product model that is issued. However, this study contradicts with Akbar (2019), which concluded that the dimensions of novelty, surprise, clarity, humorous, and relevance have a significant influence on interest in using applications e-commerce. Previous studies yielded contradictory results due to differences in the Y variable and different industries.…”

Section: Discussioncontrasting

confidence: 88%

The Influence of Guerrilla Marketing on Buying Interests in Indonesian Fashion Local Brands

Nugroho

Hermawan

2022

TIJAB

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The modern age has had an impact on commercial sectors, particularly the fashion industry. There are already an increasing number of local brands that are in demand from the general public, particularly ladies. But the local fashion brand's marketing strategy is not wholly responsible for its success. The typical marketing strategy is now less effective due to technology innovation. Thus, a non-traditional strategy using digital marketing tools like web hunt can make it simpler for Indonesian fashion local products to be noticed and purchased by many people in various places. Therefore, the goal of this study is to analyse how guerrilla marketing has an impact on Indonesian consumers' shopping habits and local fashion brands. The quantitative approach combined with a descriptive analysis was the research methodology employed in this study. A survey of 103 respondents who fit the requirements for the data collecting process—product owners and potential customers of a regional fashion brand in Indonesia—was utilized to gather the information. The study's findings show that guerrilla marketing has an impact on Indonesian local fashion brands' consumer behaviour at the same time. However, in part, the emotional arousal factor has the greatest impact on consumers' purchasing decisions. Therefore, it may be said that guerrilla marketing has little effect on consumer behaviour.

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Section: Discussioncontrasting

confidence: 88%