Digital Technology and Consumer Purchase Decisions in Basic Necessities Purchases in Ogan Komering Ilir Regency

Muji Gunarto(1*), Erizia Putri(2),

(1) Universitas Sriwijaya
(2) Universitas Bina Darma
(*) Corresponding Author

Abstract


This study investigates the impact of digital technology utilization on consumer purchase decisions for necessities through the AISAS (Attention, Interest, Search, Action, Share) model, focusing specifically on users of the Ayo SRC application in Ogan Komering Ilir Regency, Indonesia. Despite the significant growth in the number of application users, there remain challenges in converting user Interest and Search activities into actual purchase Actions. Employing a quantitative associative approach, data were collected from 249 active application users and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The findings revealed that digital technology significantly enhances consumer Attention, Interest, and Search behaviors. However, only the Attention stage significantly influenced actual Purchase Decisions. These results underline the critical role of creating attention-grabbing digital content to facilitate effective consumer conversion. The study offers theoretical insights into digital consumer behavior within the AISAS framework and practical recommendations for improving digital marketing strategies, particularly in optimizing consumer Attention to drive purchasing behaviors on digital platforms.


Keywords


Use of Digital Technology, Purchasing Decision, AISAS Model

Full Text:

PDF

References


Adam, R., & Gunarto, M. (2021). The influence of promotion in social media and word of mouth on the decision on selection of study programs at private universities. Proceedings of the International Conference on Industrial Engineering and Operations Management, 5975–5980.

Adlan, H., & Indahingwati, A. (2020). ANALISIS MODEL AISAS TERHADAP KEPUTUSAN PEMBELIAN DALAM PENGGUNAAN SEO ( Kajian Empiris Konsumen Di Surabaya ). Jurnal Ilmu Dan Riset Manajemen, 9(1).

Anggraini, P., & Gunarto, M. (2024). Evaluation of Instagram’s popularity: Brand cue and message appeal as explanatory variables. Asian Management and Business Review, 187–204. https://doi.org/10.20885/ambr.vol4.iss2.art2

Anggun Sari Sasmita, & Nila Sartika Achmadi. (2022). The Popularity of TikTok and the Implementation of the AISAS Model on Marketing Communications Through TikTok. Manajemen Bisnis, 12(01), 62–76. https://doi.org/10.22219/mb.v12i01.17863

Ayreni, J. D., & Gunarto, M. (2023). The Influence of Content Marketing and Influencer Marketing on Consumer Purchasing Decisions with e-WOM as a Moderating Variable. Proceedings of the 4th Asia Pacific Conference on Industrial Engineering and Operations Management Ho Chi Minh City, Vietnam, 649.

Azizah, D. N., & Yuningsih, S. (2023). Strategi Marketing Public Relations Dalam Mempromosikan Bisnis Fashion Meccanism Di Masa Pandemi Covid-19. Jurnal Bincang Komunikasi, 1(1), 29. https://doi.org/10.24853/jbk.1.1.2023.29-35

Batu, R. L. (2019). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platform Belanja Online Shopee. 18.

Bermeo-Giraldo, M. C., Valencia-Arias, A., Ramos de Rosas, J. D., Benjumea-Arias, M., & Villanueva Calderón, J. A. (2022). Factors influencing the use of digital marketing by small and medium-sized enterprises during COVID-19. Informatics, 9(4), 86.

Bhaskaran, V. (2024). Designing for Trust: The Crucial Role in Digital User Experiences. Journal of User Experience Vol, 19(2).

Cahyaningsih, D. R. A. (2020). PENGARUH PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN MODEL AISAS (ATTENTION, INTEREST, SEARCH, ACTION, SHARE) PADA PRODUK DONAT DI ABATA DONUTS SURAKARTA JAWA TENGAH. Agrista, 8(4), 51–61.

Castañeda, J.-A., Frías-Jamilena, D. M., Rodríguez-Molina, M. A., & Jones, A. (2020). Online Marketing Effectiveness-the influence of information load and digital literacy, a cross-country comparison. Electronic Markets, 30, 759–773.

Christina, I. D., Fenni, & Roselina, D. (2019). Digital marketing strategy in promoting product. Management and Entrepreneurship: Trends of Development. https://doi.org/10.26661/2522-1566/2019-4/10-05

Colditz, G. A. (2023). Literature Study on Digital Marketing Trends and Their Impact on the Global Trade Industry. Global International Journal of Innovative Research, 2–6.

Cotula, L. (2013). The international political economy of the global land rush A critical appraisal of trends, scale, geography and drivers. In The new enclosures: Critical perspectives on corporate land deals (pp. 31–62). Routledge.

Cummins, S., W. Peltier, J., A. Schibrowsky, J., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 8(3), 169–202.

Daruhadi, G. (2024). Pengumpulan Data Penelitian. Metode Pengumpulan Data Penelitian, 3(5), 5423–5443.

Dewi, I. A. S. K., Cahyaningrum, F. S., Darmawan, Y., & Setyono, V. I. (2023). The Factors That Influence TikTok Popularity As A Digital Marketing Technique To Grow Customer Engagement. International Journal of Economics, Business and Innovation Research, 2(02), 103–111.

Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 178–190. https://doi.org/10.57141/kompeten.v1i4.23

Endacott, R. W. J. (2004). Consumers and CRM: A national and global perspective. Journal of Consumer Marketing, 21(3), 183–189.

Fadilla, Z., Zaini, P. M., Zaini, P. M., & Lawang, K. A. (2023). Metodologi penelitian kuantitatif (Issue May).

Fauzi, A., Salwa, S. A., Safitri, A., Julianti, E. A. C., & Fazriyah, S. N. (2023). Analisis Pengaruh Penggunaan Sistem Pembayaran Digital dan Digital Marketing Terhadap Keputusan Pembelian. Jurnal JEKMA, 2(1), 11–17.

Ferraz, R. M., Da Veiga, C. P., da Veiga, C. R. P., Furquim, T. S. G., & da Silva, W. V. (2023). After-sales attributes in e-commerce: a systematic literature review and future research Agenda. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 475–500.

Furadantin, N. R. (2018). Analisis data menggunakan aplikasi smartpls v.3.2.7 2018. 1–8.

GMO Research & AI. (2024). An Introduction to AISAS: Five Things You Should Know About This Customer Journey Framework. GMO Research & AI, Inc. https://gmo-research.ai/en/resources/articles/what-aisas-five-things-you-should-know-about-customer-journey-framework

Gunarto, M. (2018). Analisis Statistika dengan Model Persamaan Struktural (SEM): Teoritis dan Praktis. Alfabeta.

Hanifah, R., & Restianto, Y. (2025). Determinants of Ayo SRC Application Success in Supporting MSMEs Go Digital. Ratio: Reviu Akuntansi Kontemporer Indonesia, 6(1).

Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4–21.

Iqbal, M. (2021). Efektifitas Digital Marketing Terhadap Kualitas Layanan Pada Usaha di Masa Pandemi Covid 19 (Studi Kasus di Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 7(2), 83–93.

Jaelani, D. A., Kastaman, R., & Pujianto, T. (2023). Pengaruh Penggunaan Model AISAS Dalam Meningkatkan Minat Beli Produk P. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 9(1), 1161–1176.

Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137–147.

Kim, E., Lin, J.-S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53–65.

Kotler, P., & Armstrong, G. (2020). Principles of Marketing, Global Edition, 18th Edition (18th ed.). Pearson.

Liu, J., Zhang, Y., & Kim, Y. (2023). Consumer health information quality, credibility, and trust: an analysis of definitions, measures, and conceptual dimensions. Proceedings of the 2023 Conference on Human Information Interaction and Retrieval, 197–210.

Luo, Y., & Tung, R. L. (2007). International expansion of emerging market enterprises: A springboard perspective. Journal of International Business Studies, 38(4), 481–498.

Metzger, M. J., & Flanagin, A. J. (2013). Credibility and trust of information in online environments: The use of cognitive heuristics. Journal of Pragmatics, 59, 210–220.

Monteiro, T. A., de Oliveira, F. C. R., & Georges, M. R. R. (2024). CONNECTIVITY AND CONSUMPTION: EXPLORING CHANGES IN CONSUMER BEHAVIOR IN THE DIGITAL ERA. Innovative Economics and Management, 11(3), 6–24.

Nori Dwi Apriandi, N. (2023). PENGARUH PENERAPAN AIDA (ATTENTION, INTEREST, DESIRE DANACTION) TERHADAPKEPUTUSAN PEMBELIAN KARTU TELKOMSEL DI KOTA BENGKULU. Universitas Dehasen Bengkulu.

Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310–324.

Onsardi, Ekowati, S., Yulinda, A. T., & Megawati. (2022). DAMPAK DIGITAL MARKETING, BRAND IMAGE DAN RELATIONSHIP MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN LINA MS GLOW KOTA BENGKULU IMPACT. CREATIVE RESEARCH MANAGEMENT JOURNAL, 5, 10–19.

Purohit, S., Arora, R., & Paul, J. (2022). The bright side of online consumer behavior: Continuance intention for mobile payments. Journal of Consumer Behaviour, 21(3), 523–542.

Rajib, R. I., & Roy, P. (2023). Influence of social media on consumer buying behavior and decision making: insights from surveys and a case study of Flash Digital Agency in Bangladesh. CENTRIA UNIVERSITY OF APPLIED SCIENCES.

Ramadhan, A., & Gunarto, M. (2021). Analysis of digital marketing strategies in the era of the COVID-19 pandemic in private higher education. Proceedings of the International Conference on Industrial Engineering and Operations Management, 5674–5684.

Saadah, N. N., Budiman, A., & Yusuf, I. (2023). Analisis pemasaran digital menggunakan model Aisas pada produk semakin peka. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 1153–1164.

Santosa, M., & Vanel, Z. (2022). Strategi Digital Marketing Mg Setos Hotel Semarang Dalam Meningkatkan Revenue Di Masa Pandemi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 6(2), 234–242.

Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667.

Sherwin, N. S., Helmi, S., Gunarto, M., & Trisninawati, T. (2024). Effects of Social Media Marketing on Vegetarian Food Literacy and Post-Purchase Decision. International Journal of Finance Research, 5(1), 114–124. https://doi.org/10.47747/ijfr.v5i1.1706

Sugiyono, A., Anindhita, F., Fitriana, I., Ode, L., & Abdul, M. (2019). Outlook Energi Indonesia 2019 : Dampak Peningkatan Pemanfaatan Energi Baru Terbarukan Terhadap Perekonomian Nasional (Issue December).

Swami, Y. K. (2023). Why Every Business Needs a Digital Marketing Strategy. International Journal For Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2023.v05i01.1805

Zhou, L., Wang, W., Xu, J. D., Liu, T., & Gu, J. (2018). Perceived information transparency in B2C e-commerce: An empirical investigation. Information & Management, 55(7), 912–927.




DOI: http://dx.doi.org/10.33019/ijbe.v9i3.1142

Article Metrics

Abstract view : 244 times
PDF - 15 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

Integrated Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License.