Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia

Research Article

The Roles of Source Characteristics in Building an Effective Digital Marketing Communication

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  • @INPROCEEDINGS{10.4108/eai.3-8-2021.2315129,
        author={Fatik  Rahayu and Ayu  Ekasari and Luki Adiati Pratomo},
        title={The Roles of Source Characteristics in Building an Effective Digital Marketing Communication},
        proceedings={Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia},
        publisher={EAI},
        proceedings_a={LEPALISSHE},
        year={2022},
        month={1},
        keywords={source characteristics; purchase intention; moderating effect; mediating effect},
        doi={10.4108/eai.3-8-2021.2315129}
    }
    
  • Fatik Rahayu
    Ayu Ekasari
    Luki Adiati Pratomo
    Year: 2022
    The Roles of Source Characteristics in Building an Effective Digital Marketing Communication
    LEPALISSHE
    EAI
    DOI: 10.4108/eai.3-8-2021.2315129
Fatik Rahayu1,*, Ayu Ekasari1, Luki Adiati Pratomo1
  • 1: Faculty of Economic and Business, Universitas Trisakti, Jakarta, Indonesia
*Contact email: fatik.rahayu@trisakti.ac.id

Abstract

Studies have been conducted to analyze the role of source characteristics on purchase intention, yet results remain inconsistent. This present study was conducted to explore the intervening roles of some variables (attitude toward sources and attitude toward the brand) in mediating the relationship between source characteristics and purchase intention. Purposive sampling was administered to select respondents who had seen marketing communication in social media. SEM analysis was employed to determine the model of the relationship. The results showed that attitude toward sources and the brand intervened with the relationship between source characteristics and purchase intention. This study offers novel insights into the relationship model between source characteristics and purchase intention.