Effects of e-marketing and consumer lifestyle towards the style of decision making in online purchase of movie ticket

摘要

The aim of this study was to investigate the effect of e-marketing and consumer lifestyle on purchasing decisions movie tickets through the website. This study used multiple linear regression analysis and a convenience sampling as the sampling technique. The population in this study were customers in Jakarta city. The questionnaires were distributed online through GoogleDocs application and also distributed by papers to the 100 respondents who had experienced on purchasing movie ticket through website. The results had indicated that there was a significant influence of e-marketing and the lifestyle of consumers on movie ticket purchasing decisions. Thus, the variables of e-marketing and consumer lifestyles had significance influence on consumer decision making-style. Researchers suggested the company's website must be developed as a part of e-marketing to improve their customer relationships.