Semuel, Hatane and Wijaya, Serli (2017) digital marketing communication model of traditional indonesian decorative art products: antecedents to call to action. In: ISERD 79th INTERNATIONAL CONFERENCE , 27-07-2017 - 27-07-2017, Hong Kong - China.
Abstract
Marketing communication is an essential element in business and the measurement of communication process needs to be taken for both persuasive and instructive marketing content. The proliferation of digital communication media has posed a significant implication on marketing strategy. As call to action is used as an output indicator of digital communication, it has therefore become the ultimate goal of the whole communication process. This study aims to examine the antecedents to call to action as a consumer’s immediate response towards digital marketing communication activity. User background, cultural experience, and website quality are adopted as exogenous variables while intention is selected as an intervening variable. The focus of this study is on the traditional Indonesian decorative art products. The samples involve small-scale entrepreneurs of batik products in Surabaya and Sidoarjo, East Java. The survey was completed online by 187 netizens as a non-probability sample. Netizens were asked to open a website that provides information about the traditional Indonesian decorative art products typical of East Java Indonesia, then fill out the online questionnaire provided. In addition, Focus Group Discussions (FGDs) were conducted against 15 owners of Small and Medium Enterprises (SME) in Surabaya and Sidoarjo. Analysis of experimental data using the Smart PLS. The results show that there is a significant and positive influence of user background, cultural experience, and website quality on intention, which in turn, poses a significant and positive effect on call-to-action. In addition, intention is shown as a perfect intervening variable between user background, cultural experience, and website quality, and call-to-action. The results also indicate that the majority of the SMEs owners have adequate understanding of online product marketing.
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