Perilaku Konsumen dan Mobile Marketing on Pembelian Pakaian Fashion di Shopee

https://doi.org/10.35912/simo.v5i2.4174
Published: Jan 17, 2025

Abstract:

Purpose: This study examines the influence of consumer behavior, mobile marketing, and digitalization on product purchasing decisions. The results of this study indicate that consumer behavior is important in influencing product needs. While mobile marketing is a major strategy in modern marketing, with a personalization and accessibility approach, this goal is achieved.

Methodology: This study uses a quantitative method, with data collected through questionnaires distributed to respondents who actively use digital platforms in the product purchasing process. Data were collected from 30 students at the Faculty of Economics, Universitas Indo Global Mandiri.

Results: The findings demonstrate the importance of innovation in digital marketing strategies to improve consumer experience and product competitiveness in the market.

Conclusions: Mobile marketing, and digitalization have a significant impact on purchasing decisions. Consumer behavior is influenced by motivation, attitudes, and social factors. Mobile marketing facilitates access and personalization, while digitalization accelerates decision-making with ease of information and transactions. These three factors improve the shopping experience, conversion, and customer loyalty.

Limitations: The results of the study indicate that consumer behavior and mobile marketing significantly influence purchasing decisions, while product digitalization acts as a mediator that strengthens this relationship.

Contribution: Consumer behavior, mobile marketing, and digitization influence product-purchasing decisions. This study provides new insights into the importance of consumer behavior driven by digital factors and mobile marketing in determining purchasing decisions.

Keywords:
1. Consumer Behavior
2. Digitalization
3. Mobile Marketing
4. Purchase Decision
5. Product
Authors:
1 . Yeni Yeni
2 . Zakaria Wahap
View PDF
How to Cite
Yeni, Y. ., & Wahap, Z. . (2025). Perilaku Konsumen dan Mobile Marketing on Pembelian Pakaian Fashion di Shopee . Studi Ilmu Manajemen Dan Organisasi, 5(2), 389–400. https://doi.org/10.35912/simo.v5i2.4174
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 5 No. 2 (2024): Oktober
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Alhammadi, A., Alsyouf, I., Semeraro, C., & Obaideen, K. (2024). The role of industry 4.0 in advancing sustainability development: A focus review in the United Arab Emirates. Cleaner Engineering and Technology, 18(November 2023), 100708. https://doi.org/10.1016/j.clet.2023.100708

    Alosani, M. S., Yusoff, R., & Al-Dhaafri, H. (2020). The effect of innovation and strategic planning on enhancing organizational performance of Dubai Police. Innovation and Management Review, 17(1), 2–24. https://doi.org/10.1108/INMR-06-2018-0039

    Asri, A. A. S. M. . (2022). Digital Marketing In The Era of Society 5.0 By Applying Design Thinking. International Conference on Industrial Revolution 4.0, 284–295.

    Attaran, S., Attaran, M., & Celik, B. G. (2024). Digital Twins and Industrial Internet of Things: Uncovering operational intelligence in industry 4.0. Decision Analytics Journal, 10(October 2023), 100398. https://doi.org/10.1016/j.dajour.2024.100398

    Colak, O., Enoch, M., & Morton, C. (2023). Airport business models and the COVID-19 pandemic: An exploration of the UK case study. Journal of Air Transport Management, 108(November 2022), 102337. https://doi.org/10.1016/j.jairtraman.2022.102337

    Costa, A., Crupi, A., De Marco, C. E., & Di Minin, A. (2023). SMEs and open innovation: Challenges and costs of engagement. Technological Forecasting and Social Change, 194(June), 122731. https://doi.org/10.1016/j.techfore.2023.122731

    Coyle, D., & Muhtar, A. (2023). Assessing policy co-ordination in government: Text and network analysis of the UK’s economic strategies. European Journal of Political Economy, 79, 102402. https://doi.org/10.1016/j.ejpoleco.2023.102402

    Desai, D. (2022). Environmental Activist Investors and Firm Behavior. April, 1–54.

    Dumitriu, D., & Popescu, M. A. M. (2020). Artificial intelligence solutions for digital marketing. Procedia Manufacturing, 46(2019), 630–636. https://doi.org/10.1016/j.promfg.2020.03.090

    Garrido-Moreno, A., Martín-Rojas, R., & García-Morales, V. J. (2024). The key role of innovation and organizational resilience in improving business performance: A mixed-methods approach. International Journal of Information Management, 77(July 2023), 102777. https://doi.org/10.1016/j.ijinfomgt.2024.102777

    Henry, L. A., Buyl, T., & Jansen, R. J. G. (2019). Leading corporate sustainability: The role of top management team composition for triple bottom line performance. Business Strategy and the Environment, 28(1), 173–184. https://doi.org/10.1002/bse.2247

    Javaid, M., Haleem, A., Singh, R. P., & Sinha, A. K. (2024). Digital economy to improve the culture of industry 4.0: A study on features, implementation and challenges. Green Technologies and Sustainability, 2(2), 100083. https://doi.org/10.1016/j.grets.2024.100083

    Kapital, P. I., Modal, S., & Tata, D. A. N. (2025). Kemajuan teknologi telah melahirkan konsep-konsep kreatif dan pendekatan- pendekatan baru , yang menghasilkan barang-barang baru yang mengubah tugas-tugas harian atau meningkatkan produktivitas . Kemajuan teknologi informasi dari waktu ke waktu , seperti . 5, 1363–1375.

    Lim, K. Y., & Morris, D. (2023). Business optimism and the innovation-profitability nexus: Introducing the COVID-19 adaptable capacity framework. Research Policy, 52(1), 104623. https://doi.org/10.1016/j.respol.2022.104623

    Maha, L. G., Stoian, I. C., & Bejenar, S. (2023). The resilience of Romanian companies in the context of the COVID-19 pandemic: Relevant experiences and good practices. Heliyon, 9(11), e21951. https://doi.org/10.1016/j.heliyon.2023.e21951

    Maneenop, S., & Kotcharin, S. (2023). Comparative evidence on the impact of the COVID-19 outbreak and vaccine discovery on the global transportation industry. Transportation Research Interdisciplinary Perspectives, 17(January), 100741. https://doi.org/10.1016/j.trip.2022.100741

    McKibbin, W., & Fernando, R. (2023). The global economic impacts of the COVID-19 pandemic. Economic Modelling, 129(January), 106551. https://doi.org/10.1016/j.econmod.2023.106551

    Moadab, A., Kordi, G., Paydar, M. M., Divsalar, A., & Hajiaghaei-Keshteli, M. (2023). Designing a sustainable-resilient-responsive supply chain network considering uncertainty in the COVID-19 era. Expert Systems with Applications, 227(March), 120334. https://doi.org/10.1016/j.eswa.2023.120334

    Nurlia, Susilowati, D., Dahniyar, Ernayani, R., Yudaruddin, Y. A., & Yudaruddin, R. (2023). Performance of energy sector companies in time of pandemic COVID-19; International evidence. Research in Globalization, 7(October), 100177. https://doi.org/10.1016/j.resglo.2023.100177

    Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008

    Ramírez Molina, R. I., Santamaria Ruiz, M. J., Ramírez Molina, R. J., Lay Raby, N. D., & Severino-González, P. (2024). Innovation systems in industry 5.0: theoretical and methodological bases. Procedia Computer Science, 231, 595–600. https://doi.org/10.1016/j.procs.2023.12.256

    Rodrigues, V., Breda, Z., & Rodrigues, C. (2024). The implications of industry 4.0 for the tourism sector: A systematic literature review. Heliyon, 10(11). https://doi.org/10.1016/j.heliyon.2024.e31590

    Soori, M., Arezoo, B., & Dastres, R. (2024). Virtual manufacturing in Industry 4.0: A review. Data Science and Management, 7(1), 47–63. https://doi.org/10.1016/j.dsm.2023.10.006

    Studies, R. M.-J. of E. and M., & 2019, undefined. (2019). This item is the archived peer-reviewed author-version of. Taylor & Francis, 45(4), 674–691. https://doi.org/10.1080/1369183X.2017.1409177

    Sugianto, I. M., Pujawan, I. N., & Trijoyo Purnomo, J. D. (2023). A study of the Indonesian trucking business: Survival framework for land transport during the Covid-19 pandemic. International Journal of Disaster Risk Reduction, 84(March 2022), 103451. https://doi.org/10.1016/j.ijdrr.2022.103451

    Surapto, D. (2024). Focus Strategy of Business Products Through Competitive Performance. 7(April), 3852–3856.

    Tagscherer, F., & Carbon, C. C. (2023). Leadership for successful digitalization: A literature review on companies’ internal and external aspects of digitalization. Sustainable Technology and Entrepreneurship, 2(2), 100039. https://doi.org/10.1016/j.stae.2023.100039

    Ullah, S., Khan, S., Hashmi, N. I., & Alam, M. S. (2023). COVID-19 pandemic and financial market volatility: A quantile regression approach. Heliyon, 9(10), e21131. https://doi.org/10.1016/j.heliyon.2023.e21131

    Vidyanata, D., Rane, M. K. D., Hanika, I. M., & Nani, N. (2023). Optimizing Msme Competitiveness in the Digital Era Through Innovation Capability, and Customer Relationship Management. Maker: Jurnal Manajemen, 9(2), 220–228. https://doi.org/10.37403/mjm.v9i2.628

    Waluyo, P., Ali, H., & Author, C. (2023). Pengaruh Bisnis Model, Bisnis Proses dan Struktur Organisasi Terhadap Sistem Informasi Operasi. Jemsi, 5(1), 72–79. https://dinastirev. org/https:// creativecom mons.org/licenses/by/4.0/

    Wassie, Y. T., & Ahlgren, E. O. (2024). Understanding the load profiles and electricity consumption patterns of PV mini-grid customers in rural off-grid east africa: A data-driven study. Energy Policy, 185(January), 113969. https://doi.org/10.1016/j.enpol.2023.113969

    Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/ 10.5267/ j.ijdns.2021.6.011

    Yahya, H. (2023). The role of ESG performance in firms’ resilience during the COVID-19 pandemic: Evidence from Nordic firms. Global Finance Journal, 58(October), 100905. https:// doi.org/ 10.1016/j.gfj.2023.100905

    Young, G. (2021). BCG: Four Steps to Sustainable Business Model Innovation. Bcg, April, 1–17.

  1. Alhammadi, A., Alsyouf, I., Semeraro, C., & Obaideen, K. (2024). The role of industry 4.0 in advancing sustainability development: A focus review in the United Arab Emirates. Cleaner Engineering and Technology, 18(November 2023), 100708. https://doi.org/10.1016/j.clet.2023.100708
  2. Alosani, M. S., Yusoff, R., & Al-Dhaafri, H. (2020). The effect of innovation and strategic planning on enhancing organizational performance of Dubai Police. Innovation and Management Review, 17(1), 2–24. https://doi.org/10.1108/INMR-06-2018-0039
  3. Asri, A. A. S. M. . (2022). Digital Marketing In The Era of Society 5.0 By Applying Design Thinking. International Conference on Industrial Revolution 4.0, 284–295.
  4. Attaran, S., Attaran, M., & Celik, B. G. (2024). Digital Twins and Industrial Internet of Things: Uncovering operational intelligence in industry 4.0. Decision Analytics Journal, 10(October 2023), 100398. https://doi.org/10.1016/j.dajour.2024.100398
  5. Colak, O., Enoch, M., & Morton, C. (2023). Airport business models and the COVID-19 pandemic: An exploration of the UK case study. Journal of Air Transport Management, 108(November 2022), 102337. https://doi.org/10.1016/j.jairtraman.2022.102337
  6. Costa, A., Crupi, A., De Marco, C. E., & Di Minin, A. (2023). SMEs and open innovation: Challenges and costs of engagement. Technological Forecasting and Social Change, 194(June), 122731. https://doi.org/10.1016/j.techfore.2023.122731
  7. Coyle, D., & Muhtar, A. (2023). Assessing policy co-ordination in government: Text and network analysis of the UK’s economic strategies. European Journal of Political Economy, 79, 102402. https://doi.org/10.1016/j.ejpoleco.2023.102402
  8. Desai, D. (2022). Environmental Activist Investors and Firm Behavior. April, 1–54.
  9. Dumitriu, D., & Popescu, M. A. M. (2020). Artificial intelligence solutions for digital marketing. Procedia Manufacturing, 46(2019), 630–636. https://doi.org/10.1016/j.promfg.2020.03.090
  10. Garrido-Moreno, A., Martín-Rojas, R., & García-Morales, V. J. (2024). The key role of innovation and organizational resilience in improving business performance: A mixed-methods approach. International Journal of Information Management, 77(July 2023), 102777. https://doi.org/10.1016/j.ijinfomgt.2024.102777
  11. Henry, L. A., Buyl, T., & Jansen, R. J. G. (2019). Leading corporate sustainability: The role of top management team composition for triple bottom line performance. Business Strategy and the Environment, 28(1), 173–184. https://doi.org/10.1002/bse.2247
  12. Javaid, M., Haleem, A., Singh, R. P., & Sinha, A. K. (2024). Digital economy to improve the culture of industry 4.0: A study on features, implementation and challenges. Green Technologies and Sustainability, 2(2), 100083. https://doi.org/10.1016/j.grets.2024.100083
  13. Kapital, P. I., Modal, S., & Tata, D. A. N. (2025). Kemajuan teknologi telah melahirkan konsep-konsep kreatif dan pendekatan- pendekatan baru , yang menghasilkan barang-barang baru yang mengubah tugas-tugas harian atau meningkatkan produktivitas . Kemajuan teknologi informasi dari waktu ke waktu , seperti . 5, 1363–1375.
  14. Lim, K. Y., & Morris, D. (2023). Business optimism and the innovation-profitability nexus: Introducing the COVID-19 adaptable capacity framework. Research Policy, 52(1), 104623. https://doi.org/10.1016/j.respol.2022.104623
  15. Maha, L. G., Stoian, I. C., & Bejenar, S. (2023). The resilience of Romanian companies in the context of the COVID-19 pandemic: Relevant experiences and good practices. Heliyon, 9(11), e21951. https://doi.org/10.1016/j.heliyon.2023.e21951
  16. Maneenop, S., & Kotcharin, S. (2023). Comparative evidence on the impact of the COVID-19 outbreak and vaccine discovery on the global transportation industry. Transportation Research Interdisciplinary Perspectives, 17(January), 100741. https://doi.org/10.1016/j.trip.2022.100741
  17. McKibbin, W., & Fernando, R. (2023). The global economic impacts of the COVID-19 pandemic. Economic Modelling, 129(January), 106551. https://doi.org/10.1016/j.econmod.2023.106551
  18. Moadab, A., Kordi, G., Paydar, M. M., Divsalar, A., & Hajiaghaei-Keshteli, M. (2023). Designing a sustainable-resilient-responsive supply chain network considering uncertainty in the COVID-19 era. Expert Systems with Applications, 227(March), 120334. https://doi.org/10.1016/j.eswa.2023.120334
  19. Nurlia, Susilowati, D., Dahniyar, Ernayani, R., Yudaruddin, Y. A., & Yudaruddin, R. (2023). Performance of energy sector companies in time of pandemic COVID-19; International evidence. Research in Globalization, 7(October), 100177. https://doi.org/10.1016/j.resglo.2023.100177
  20. Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
  21. Ramírez Molina, R. I., Santamaria Ruiz, M. J., Ramírez Molina, R. J., Lay Raby, N. D., & Severino-González, P. (2024). Innovation systems in industry 5.0: theoretical and methodological bases. Procedia Computer Science, 231, 595–600. https://doi.org/10.1016/j.procs.2023.12.256
  22. Rodrigues, V., Breda, Z., & Rodrigues, C. (2024). The implications of industry 4.0 for the tourism sector: A systematic literature review. Heliyon, 10(11). https://doi.org/10.1016/j.heliyon.2024.e31590
  23. Soori, M., Arezoo, B., & Dastres, R. (2024). Virtual manufacturing in Industry 4.0: A review. Data Science and Management, 7(1), 47–63. https://doi.org/10.1016/j.dsm.2023.10.006
  24. Studies, R. M.-J. of E. and M., & 2019, undefined. (2019). This item is the archived peer-reviewed author-version of. Taylor & Francis, 45(4), 674–691. https://doi.org/10.1080/1369183X.2017.1409177
  25. Sugianto, I. M., Pujawan, I. N., & Trijoyo Purnomo, J. D. (2023). A study of the Indonesian trucking business: Survival framework for land transport during the Covid-19 pandemic. International Journal of Disaster Risk Reduction, 84(March 2022), 103451. https://doi.org/10.1016/j.ijdrr.2022.103451
  26. Surapto, D. (2024). Focus Strategy of Business Products Through Competitive Performance. 7(April), 3852–3856.
  27. Tagscherer, F., & Carbon, C. C. (2023). Leadership for successful digitalization: A literature review on companies’ internal and external aspects of digitalization. Sustainable Technology and Entrepreneurship, 2(2), 100039. https://doi.org/10.1016/j.stae.2023.100039
  28. Ullah, S., Khan, S., Hashmi, N. I., & Alam, M. S. (2023). COVID-19 pandemic and financial market volatility: A quantile regression approach. Heliyon, 9(10), e21131. https://doi.org/10.1016/j.heliyon.2023.e21131
  29. Vidyanata, D., Rane, M. K. D., Hanika, I. M., & Nani, N. (2023). Optimizing Msme Competitiveness in the Digital Era Through Innovation Capability, and Customer Relationship Management. Maker: Jurnal Manajemen, 9(2), 220–228. https://doi.org/10.37403/mjm.v9i2.628
  30. Waluyo, P., Ali, H., & Author, C. (2023). Pengaruh Bisnis Model, Bisnis Proses dan Struktur Organisasi Terhadap Sistem Informasi Operasi. Jemsi, 5(1), 72–79. https://dinastirev. org/https:// creativecom mons.org/licenses/by/4.0/
  31. Wassie, Y. T., & Ahlgren, E. O. (2024). Understanding the load profiles and electricity consumption patterns of PV mini-grid customers in rural off-grid east africa: A data-driven study. Energy Policy, 185(January), 113969. https://doi.org/10.1016/j.enpol.2023.113969
  32. Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/ 10.5267/ j.ijdns.2021.6.011
  33. Yahya, H. (2023). The role of ESG performance in firms’ resilience during the COVID-19 pandemic: Evidence from Nordic firms. Global Finance Journal, 58(October), 100905. https:// doi.org/ 10.1016/j.gfj.2023.100905
  34. Young, G. (2021). BCG: Four Steps to Sustainable Business Model Innovation. Bcg, April, 1–17.