Effect Of E-Marketing Through Social Media To Consumers’ Shopping Behaviour (Case Study Of Secretary And Management Academy Bina Insani’s Students)

Abstract

As the numbers of internet users increase, the trend of online transactions increase too. Emarketing is one of a selling strategy using internet such as Facebook, Instagram, Twitter, Whatsapp, BBM and LinkedIn. The purpose of this study was to analyze the simultaneous and partial effect of E-Marketing to the shopping behavior of students. Data were obtained from questionnaires given to 50 student respondents of Management facult of the Academy of Secretary and Management, Bina Insani. The analytical method used in this research is the t test and F test using SPSS 17. Based on results of the study it is found that three factors affected shopping behavior of these students through their online transaction via social media, namely accessibility, currency and interactivity. All e-marketing variables influenced the behavior of consumers. However, there are also some e-marketing variables affecting shopping behavior of students in different factors. From the cultural factor, shopping behavior is influenced by the accessibility and currency variables, while effected variables linked to personal factors is accessibility alone. For psychological factors, the only effecting variable is interactivity. But overall e-marketing variables affected the shopping behavior of students.

Keywords: Consumer behaviour, E-marketing, Online shop, Shopping, Social media