• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2017 > Volume 5 Number 5 ( May 2017) >
JOEBM 2017 Vol.5(5): 197-200 ISSN: 2301-3567
DOI: 10.18178/joebm.2017.5.5.511

Internal Stimuli Consumer Behavior Factor for Optimalization Digital Marketing Tools Used

Hidayat Rahmat and Hidayat Agus Maolana

Abstract— Abstract—Internet growth is very rapid and significant in the world year by years. It is encouraged the growth of online sales (e-commerce), but the obstacles or barriers of the online transactions always there are, and it will appear as well as SME’s that do not use the full potential of digital device (Heini Maarit Taiminen & Heikki Karjaluoto, 2015). This study aims to determine what factors most strongly affecting the behavior of consumers in using digital marketing, how the behavior of today's consumers in using digital marketing as well as the influence of internal stimuli factor in influencing consumers in using digital marketing. The method used is Confirmatory Factor Analysis with data using Amos software Application, which aims to see the stimuli which are the most internal factors shaping behavior. It shows their relationship is strong enough together on the dimensions of the internal stimuli (Motivation, Perception, Learning, Personality and Attitude). These findings are motivation as internal stimulus factors are more strongly affecting the internal stimuli factor in influencing consumer behavior in using digital marketing tools, and Internal factors stimuli can cause changes in the decision to use digital marketing tools to 15%. In other words, judgments in the optimization of the use of the digital marketing of 85% influenced by external factors

Index Terms— Index Terms—Consumer behavior, digital marketing, internal stimuli consumer behavior.

Hidayat Rahmat and Hidayat Agus Maolana are with the Telkom University, Indonesia (e-mail: rahmathidayat@tass.telkomuniversity.ac.id, agusm.hidayat@gamail.com).

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Cite: Hidayat Rahmat and Hidayat Agus Maolana, " Internal Stimuli Consumer Behavior Factor for Optimalization Digital Marketing Tools Used," Journal of Economics, Business and Management vol. 5, no. 5, pp. 197-200, 2017.

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