Research Paper
Year: 2022 | Month: April | Volume: 9 | Issue: 4 | Pages: 258-262
DOI: https://doi.org/10.52403/ijrr.20220431
The Influence of Online Marketing and Online Customer Review towards Purchase Decisions with Prevention of COVID-19 Spread as a Moderating Variables on the Women’s Clothing Consumers in Medan City
Hendro Sutomo Ginting1, Arlina Nurbaity Lubis2, Parapat Gultom3
1,2,3Universitas Sumatera Utara, Medan, Indonesia.
Corresponding Author: Hendro Sutomo Ginting
ABSTRACT
The development of technology during Pandemic has an impact on the pattern of consumer behavior undergoing digitization, especially in terms of fulfillment of needs. The ease to market products on various online marketing platforms makes various product spread so fast, but on the other hand, it makes consumers feel to be careful and wise before making purchase decisions, including women's clothing products. The increase online marketing in Indonesia was strengthened when Indonesia officially confirmed the Covid-19 case in early March, 2020. The fact of transmission through direct contact resulted in a high level of consumer alertness as a preventive measure, especially direct purchases of women's clothing at malls/shopping centers. Although consumers can’t see and feel directly the physical products and services of the seller, but from the online customer reviews, consumers will consider everything before making a purchase decision. The purpose of this study was to analyze the effect of Online Marketing and Online Customer Review on Purchase Decision with Prevention of Covid-19 Spread as a moderating variable. This type of research is an associative research and the population in this study are female consumers in Medan City who have purchased women's clothing in e-commerce during the pandemic (April, 2020- April, 2021). One hundred and sixty five (165) respondents are chosen as the samples with the accidental sampling method is used. The data are analyzed with PLS-SEM using SmartPLS 3.0 Program. The results show that Online Marketing influences positive and significantly on the Purchase Decision, Online Customer Review influences positive and significantly on the Purchase Decision, Prevention of Covid-19 Spread doesn’t significantly moderate the influences Online Marketing through Purchase Decision, and Prevention of Covid-19 Spread doesn’t significantly moderate the influences of Online Customer Review through Purchase Decision.
Keywords: Online Marketing, Online Customer Review, Prevention of Covid-19 Spread, Covid-19, Purchase Decision.
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