The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions
This study aims to explore the direct effect of big data variables, content marketing and artificial neural networks on purchase intention variables and purchasing decisions; and 2) the indirect effect of big data variables, content marketing and artificial neural networks on purchasing decisions mo...
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| Format: | Article |
| Language: | English |
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Indonesian Institute for Counseling, Education and Therapy (IICET)
2024-11-01
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| Series: | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| Subjects: | |
| Online Access: | https://jurnal.iicet.org/index.php/jppi/article/view/4722 |
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| _version_ | 1832584552553381888 |
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| author | Sudarsono Sudarsono Azis Rachman |
| author_facet | Sudarsono Sudarsono Azis Rachman |
| author_sort | Sudarsono Sudarsono |
| collection | DOAJ |
| description | This study aims to explore the direct effect of big data variables, content marketing and artificial neural networks on purchase intention variables and purchasing decisions; and 2) the indirect effect of big data variables, content marketing and artificial neural networks on purchasing decisions moderated by purchase interest variables. The method in this study uses a quantitative approach and sampling techniques with simple random sampling, data distributed by google form and offline conducted January - March 2024, a total of 385 data collected. These findings were analyzed with Structural Equation Modeling (SEM) software in the Smart PLS (Partial Least Square) application with indirect and direct. The results showed that directly, big data has a negative but significant effect on purchase intention. Content marketing, directly on purchase intention or purchase decision, has a positive but insignificant effect. And directly, artificial neural networks have a negative but significant effect on purchasing decisions. |
| format | Article |
| id | doaj-art-de9f64b2b9c74a68bc5e5153df3dad70 |
| institution | Kabale University |
| issn | 2477-8524 2502-8103 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Indonesian Institute for Counseling, Education and Therapy (IICET) |
| record_format | Article |
| series | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| spelling | doaj-art-de9f64b2b9c74a68bc5e5153df3dad702025-01-27T12:46:14ZengIndonesian Institute for Counseling, Education and Therapy (IICET)JPPI (Jurnal Penelitian Pendidikan Indonesia)2477-85242502-81032024-11-0110442143510.29210/0202447222358The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentionsSudarsono Sudarsono0Azis Rachman1Universitas Bina Mandiri GorontaloUniversitas Bina Mandiri GorontaloThis study aims to explore the direct effect of big data variables, content marketing and artificial neural networks on purchase intention variables and purchasing decisions; and 2) the indirect effect of big data variables, content marketing and artificial neural networks on purchasing decisions moderated by purchase interest variables. The method in this study uses a quantitative approach and sampling techniques with simple random sampling, data distributed by google form and offline conducted January - March 2024, a total of 385 data collected. These findings were analyzed with Structural Equation Modeling (SEM) software in the Smart PLS (Partial Least Square) application with indirect and direct. The results showed that directly, big data has a negative but significant effect on purchase intention. Content marketing, directly on purchase intention or purchase decision, has a positive but insignificant effect. And directly, artificial neural networks have a negative but significant effect on purchasing decisions.https://jurnal.iicet.org/index.php/jppi/article/view/4722big datacontent marketingartificial neural networksbuying interestbuying decision. |
| spellingShingle | Sudarsono Sudarsono Azis Rachman The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions JPPI (Jurnal Penelitian Pendidikan Indonesia) big data content marketing artificial neural networks buying interest buying decision. |
| title | The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions |
| title_full | The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions |
| title_fullStr | The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions |
| title_full_unstemmed | The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions |
| title_short | The influence of big data, content marketing, and artificial neural networks on purchase decisions: the moderating role of purchase intentions |
| title_sort | influence of big data content marketing and artificial neural networks on purchase decisions the moderating role of purchase intentions |
| topic | big data content marketing artificial neural networks buying interest buying decision. |
| url | https://jurnal.iicet.org/index.php/jppi/article/view/4722 |
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