Online Marketing Communication Model of the Decorative Products in Indonesia through User Background, Cultural Experience, Website Quality, Intention and Call to Action Netizen.

This study aims to understand the behaviour of customers from the netizen segment who actively use digital media for online shopping activities, especially in buying traditional Indonesian decorative products. User background, cultural experience, and website quality will be used to measure the effect of online marketing on intention, and then its effect on call to action. The focus of this research is SMEs in traditional decorative products. Samples were selected from an online questionnaire at the website www.legacyofindonesia.com. The research finds that the user background does not affect the buyers intention of Indonesian decorative products, while the cultural background and website quality have a positive influence on the buyers’ intention. Furthermore, the buyers’ intention has a positive effect on the call to action in Indonesia.