Deden Novan Setiawan Nugraha


Community economic empowerment is an effort to make the economy strong, large, modern and highly competitive in the right market mechanism. The constraints of people's economic development are structural constraints; the empowerment of the people's economy must be carried out through structural change. One of them is structural change through technology by online shopping application. The purpose of this research is to find out how the influence of online marketing variables which consist of Personal Relevance, Online Interactivity, Message, and Brand Familiarity Brand towards buying intention. In this study, researchers took objects on the online shopping application which specifically sells handmade products. The sampling technique used by researchers is a non-probability sampling technique, because not all samples have criteria which are in accordance with what the researcher determined. Based on the calculations made, the sample used in this study was 100 people. The research method used in this research is quantitative methods. The analysis was conducted using the method of multiple regression analysis to explain the effect of the variables. The problems examined in this study are Personal Relevance (X1), Online Interactivity (X2), Message (X3), Brand Familiarity (X4), and Buying Intention (Y). The results of the study found that simultaneously and partially the variables Personal Relevance, Online Interactivity, Message, and Brand Familiarity have a significant influence on buying intention.


Economic Empowerment, Personal Relevance, Online Interactivity, Message, Brand Familiarity, Buying Intention.

Full Text:



Ashari, N. A. (2012). Pengaruh Promosi Penjualan Pakaian Wanita di Group Blackbery Massanger Terhadap Minat Beli Mahasiswi Ilmu Komunikasi Universitas Hasanudin. Skripsi. Fakultas Ilmu Sosial dan Politik Universitas Hasanuddin, makasar.

Bilson, Simamora. (2011). Menangkan Psar Dengan Pemasaran Efektif dan Profitabel. Jakarta: PT. Gramedia PusakaUtama

Komang, Monday; dan Sariningsih, Yuce. (2018). Economic Empowerment Through Income Generating of e-WARONG KUBE. Journal of Economic Empowerment Strategy (JEES) Vol. 01, Number 01, August 2018. 31 – 45.

Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management, 15th Edition, Pearson Education, Inc.

Le, Tri; Bao-Tran Ho Nguyen. (2014). "Attitudes Toward Mobile Advertising: A Study Of Mobile Web Display And Mobile App Display Advertising". Asian Academy of Management Journal. 19(2): 87–103.

Morissan, (2007), Consumer Behavior: Concepts and Applications. New York: McGraw-Hill, Inc.

Mullins, John W dan Walker Jr, Orville C. (2013). Marketing Management: A Strategic Decision-Making Approach, 8th Edition, McGraw-Hill International Edition.

O'Donnel, Katie; dan & Henriette Cramer. (2015). "People's Perceptions of Personalized Ads". International World Wide Web Conference Committee (IW3C2). ISBN: 978-1-4503-3473-0. 1293-1298. doi:10.1145/2740908.2742003.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta

Suharto, Edi. (2010). Membangun Masyarakat Memberdayakan Rakyat Kajian Strategis Pembangunan Kesejahteraan Sosial dan Pekerja Sosial. Bandung: Refika Aditama.

WJ. Stanton, (1993), Prinsip Pemasaran (penerjemah: Lamarto, Y).Jakarta:Erlangga

Electronic Sources:



  • There are currently no refbacks.