MEASURING THE EFFECTIVENESS OF E-MAIL MARKETING TOWARD CONSUMER DECISION JOURNEY AT BHINNEKA.COM

• Main Author: Rizka Namira, Shastya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72411
• Institution: Institut Teknologi Bandung

The rapid growth of internet-based electronic commerce makes a higher acceptance of online transactions by consumers. Bhinneka.com is one of many information and technology (IT) online retailer that engaged in the e- Commerce industry in Indonesia. A major difficulty for marketing professionals with today's e-mail marketing is to distinguish whether the message actually reaches the utmost quality of the contents. The topic, which is intended to be measured, is if any associations between e-mail marketing of Bhinneka.com toward each of consumer decision journey phase can be found. The research is done by quantitative research through online questionnaires with the total of 156 respondents in age range of 18 – 59 years’ old who received e-mail marketing from Bhinneka.com. The tested variables are key factors that influence respones in e-mail marketing – subject line, e-mail length, incentive, and number of hyperlink sand each of consumer decision journey phase. The data collected was analyzed using multi linier regression and simple linear regression analysis. This study revealed that young professional individuals with high expenditures who are willing to receive their e-mail marketing are generalized as the positive responds in this survey. This study revealed key factors of email marketing – subject line, incentive, length of e-mail, and number of hyperlinks jointly and separately have a positive and significant influence on consumer decision journey. The result showed that incentive has the highest influence toward consumer decision journey. This study found a new factor that also influence the e-mail marketing, which is Frequency. Meanwhile, design as an added variable has an inverse relationship with consumer decision journey. Then, using the simple linear analysis this study also revealed that e-mail marketing does influence each of the consumer decision journey phase especially within the Active Evaluation phase. Because, as an illustration, during Ramadhan season the subject line from Bhinneka.com is mostly related to Ramadhan as well as the contents. This might help the customers to evaluate deeper about the brand through e-mail marketing from Bhinneka.com. This result became an added value to the previous study that has not discussed the relationship yet. There have not been any previous findings regarding the key factors of e-mail marketing toward each of the consumer decision journey phase. Hence, this new study could be considered as a contribute on this academic research. Moreover, this result might help Bhinneka.com to improve its digital marketing strategy such as e-mail marketing in order to compete effectively.