Published: 2025-06-01
Analisis Pengaruh Kualitas Konten Promosi Digital, Harga dan Customer Experience Terhadap Purchase Intention Produk Preloved
DOI: 10.35870/jemsi.v11i3.4117
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Abstract
This study aims to analyze the effect of digital promotional content quality, price, and customer experience on purchase intention of preloved products. There is a growing market for pre-owned goods due to the fact that they are both economically beneficial and environmentally friendly. To increase the likelihood that a consumer will make a purchase, digital marketers rely on two factors: the attractiveness of promotional content and the availability of competitive prices and excellent customer service. An online poll was used to collect quantitative data from one hundred people who have shopped for used goods through various marketplaces and social media. Linear regression analyses were performed on the data. The study found that factors such as pricing, customer service, and the quality of digital promotional content significantly impact the inclination to buy used products. In order to enhance their digital marketing tactics, preloved company actors can put these results into practice. By optimizing the visual quality and information of promotional content, setting appropriate prices, and creating a pleasant customer experience, business actors can increase consumer appeal and loyalty to preloved products. This study also opens up opportunities for further research on other factors that can influence purchase intention in the preloved industry.
Keywords
Customer Experience ; Price ; Digital Promotional Content ; Purchase Intention
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 1 (2026)
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Section: Articles
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Published: %750 %e, %2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jemsi.v11i3.4117
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Deykha Aguilika
Program Studi Manajemen, Universitas Trunojoyo Madura, Indonesia.
Mozart Malik Ibrahim
Program Studi Magister Akuntansi Keuangan, Perbanas Institute, Indonesia.
Muhammad Kholil
Program Studi Teknik Industri, Universitas Mercu Buana, Indonesia.
Vivid Violin
Program Studi Pemasaran, Inovasi dan Teknologi Pelabuhan, Politeknik Maritim AMI Makassar, Indonesia.
Almira Ulimaz
Program Studi Pengembangan Produk Agroindustri, Politeknik Negeri Tanah Laut, Indonesia.
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