INTERACTION OF EXPERIENTIAL & BUZZ MARKETING, MASLOW NEEDS THEORY TO CONSUMER PURCHASE INTENTION JD.ID DURING PANDEMIC COVID-19

Authors

  • Dinda Kayani Putri Bestari, Ariska sri rahay, Shafira Febrianti Ainunnisa ,Luvi Indha Permatasari, Erfani Rahmasania R, Tasya Nuraziza

Abstract

he impact of the Covid-19 pandemic, one of which is the decline in social
welfare which directly affects people's purchasing power. Every effort has been made
so that the economy can bounce back, so far it is in a condition that tends to increase
and the economy is starting to rise. This situation benefits all parties, including ecommerce business players in Indonesia, there are six e-commerce displays that
have been able to survive the Covid-19 pandemic, one of which is JD.ID. Currently,
JD.ID's business development is still far behind compared to Shopee, Tokopedia and
Bukalapak. Therefore, this study was conducted to see the magnitude of the
predicted interaction formed from experiential marketing, buzz marketing, fulfillment
of needs based on Maslow's theory of people's buying interest in JD.ID ECommerce. In the study there were 72 samples who were domiciled in

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Published

2021-12-27

How to Cite

Dinda Kayani Putri Bestari, Ariska sri rahay, Shafira Febrianti Ainunnisa ,Luvi Indha Permatasari, Erfani Rahmasania R, Tasya Nuraziza. (2021). INTERACTION OF EXPERIENTIAL & BUZZ MARKETING, MASLOW NEEDS THEORY TO CONSUMER PURCHASE INTENTION JD.ID DURING PANDEMIC COVID-19. CENTRAL ASIA AND THE CAUCASUS, 23(1). Retrieved from https://ca-c.org/submissions/index.php/cac/article/view/471

Issue

Vol. 23 No. 1 (2022): CENTRAL ASIA AND THE CAUCASUS

Section

Articles