Batik jambi promotion based on social media in asean economics community

Abstract

Purpose-The aim of this study is to analyze the influence of social media-based promotion (personal relevance, interactivity, message, brand familiarity) to consumer purchasing decision of Batik Jambi in the Asean Economic Community (AEC) era. Design/Methodology/Approach-The sample in this study amounted to 90 people. The type of research used is explanatory research. The hypothesis itself were tested with multiple linear regression equations using the tool SPSS 21.0 for Windows. Findings-The results of this research in which the variable of personal relevance, interactivity, message, and brand familiarity are able to explain the variable of purchasing decision is equal to 82.9%. Variables of personal relevance, interactivity, message, and brand familiarity have a significant influence on purchasing decisions either partially or simultaneously, while the message has a more dominant influence on purchasing decisions. Research Limitations/Implications-The model significantly explains all the variables but in the future needs more testing for other variables to make the model more precise. Practical Implications-The most dominant influence of social media-based promotional variables (personal revelance, interactivity, messege, brand familiarity) on consumer purchasing decision of Jambi’s Batik in Jambi City are analyzed. Originality/Value-Increasing understanding about social media-based promotions to consumer purchasing decisions on Jambi’s Batik in AEC era.