IMPULSE BUYING BEHAVIOR AND ACCEPTANCE OF MIXED BRANDING OF MEDIA PLATFORM USING TECHNOLOGY ACCEPTANCE MODEL (TAM)
SUSI ARTUTI ERDA DEWI *
Communication Study Program, Persada Bunda College of Social and Political Sciences, Indonesia.
HEFRI YODIANSYAH
Communication Study Program, Persada Bunda College of Social and Political Sciences, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Given the rapidly growing popularity of corporate organizations for impulsive buying of online media using digital and social media platforms, it has increased the importance of diverse research on low-profile that predates or logically predates other marketing directional communications for all consumer behavior. Data analysis was performed using mixed methods which consisted of confirmatory mixed factor analysis and social structural equation modeling. Method results from social blended research for many surveys of 310 online media buyers indicate that advancement of experiential mixed goal orientation for mass communication studies provides new insights to the marketing communication literature. Furthermore, providing services to retailers. Mixed research for the primary goal of any marketing business is to create mixed methods and retain a mixed social customer base. But many companies pay more attention to customer human action. Contribute to further theoretical understanding of consumer online media purchasing in hermeneutic theory.
Keywords: Media organization, impulse buying, experiential value, convenience, trust, brand mixed factors
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References
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