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The Effect of Website and Social Media on Customer Behavior Responses

Suryani, Tatik and Fauzi, Abu Amar and Nurhadi, Moch. (2020) The Effect of Website and Social Media on Customer Behavior Responses. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.

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Abstract

Website and social media as a marketing communication tool has an important role for influencing customer behavior. Not many research integrated both of these marketing communication tool, even though this results very fruitful benefits to know further each contribution for enhanching positive customer behavior. The objectives of this research are to examine the effect of website and social media on customer behavior response such as Brand Awareness, E-WOM, Brand Image and Purchase decision. Research involved 402 online consumers of small and medium enterprises in Indonesia. Data was analyzed by Partial Least Square (smart PLS). The result found that website and media social have positive effect on customer behavior response. Website and social media have positive effect on Brand Awareness. Research also found that Brand Awareness has positive effect on Brand Image, E-WOM and Purchase Decision. Brand Image also have positive significant effect on Purchase Decision. The effect of social media is bigger on Brand Awareness than website. The implication of this research is that company should improve the quality of website and social media to influence customer behavior responses.

Item Type: Conference or Workshop Item (Paper)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Oct 2020 18:53
Last Modified: 20 Oct 2020 06:49
URI: http://eprints.perbanas.ac.id/id/eprint/5825

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