The Influence of Social Media Promotion and Personal Selling on Consumer Purchasing Decisions in the Omni-Channel Marketing Concept (Case Study on DanDist)
Keywords:
Omni-Channel Marketing, Social Media Promotion, Personal Selling
Abstract
Omni-Channel marketing emerged as a result of the customer shift from a single-channel to a cross-channel purchasing pattern, which occurred due to advances in digital technology. This marketing concept focuses on the consistency and continuity of the consumer experience across various contacts, both online and offline (Verhoef et al., 2015). However, there is still limited empirical research that combines both variables, namely social media promotion and personal selling in an omni-channel context and evaluates the effectiveness of these variables on consumer purchasing decisions. The respondents of this study were 130 DanDist consumers domiciled in Bayalangu, Gegesik, and Jagapura. This study used a quantitative approach with a descriptive method with SEM-PLS analysis. The results showed that although customers aged 15 to 25 years old actively use the internet, personal selling factors still dominate purchasing decisions.
References
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Sari, NK, Wijaya, T., & Hutapea, R. (2024). The effectiveness of social media promotions in stimulating millennial consumer purchase intentions: An empirical study on MSMEs. Journal of Business and Investment Research, 10(1), 34-49. https://ejournal.uib.ac.id/index.php/jrbi/article/view/2024-05
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Thaichon, P., Quach, S., Barari, M., & Nguyen, M. (2024). Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions. Australasian Marketing Journal, 32(2), 162–177. https://doi.org/10.1177/14413582231167664
Trunfio, M., & Rossi, S. (2021). Conceptualizing and Measuring Social Media Engagement: A Systematic Literature Review. Italian Journal of Marketing, 3, 267–292. https://doi.org/10.1007/s43039-021-00035-8
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Yi, H.-T., Cha, Y.-B., & Amenuvor, F.E. (2021). Effects of Sales-Related Capabilities of Personal Selling Organizations on Individual Sales Capability, Sales Behaviors, and Sales Performance in Cosmetics Personal Selling Channels. Sustainability, 13(1), 1–17.https://doi.org/10.3390/su13010314
Zulni, R., & Rosmita, R. (2023). The influence of self-care trends on beauty product purchasing decisions among millennials and Generation Z. Journal of Management and Creative Business, 1(2), 112-129. https://jurnal.unigal.ac.id/index.php/jmc/article/view/8241
Andhy, ATA, & Safina, SEBGM (2025). Optimizing Personal Selling: Indirect Impact on Purchasing Decisions. JMIK: Journal of Entrepreneurship Management and Innovation, 1(3), 164–183. https://doi.org/10.64532/hvzydy40
Indonesian Internet Service Providers Association. (2024). Indonesian Internet Penetration Survey Report 2024.
Cirebon Regency Central Statistics Agency. (2023). Population by District in Cirebon Regency in 2023.
Cai, Y.-J., & Choi, T.-M. (2023). Sustainable and technology-driven developments in omnichannel and supply chain management. Transportation Research Part E: Logistics and Transportation Review, 170, 1–15. https://doi.org/10.1016/j.tre.2022.102947
Damayanti, A., Putri, AA, Yusuf, & Muthiarsih, T. (2025). The Influence of FOMO and Price on Purchasing Decisions for Fashion Products for Cirebon Students. Journal of Economics and Digital Business, 4(2), 139–150. https://doi.org/10.55927/ministal.v4i2.14154
Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Fernanda, N., Wibowo, W., & Sutedjo, P. (2025). Omnichannel Retailing and Consumer Decision in Beauty Products: Sociolla's Experience. Journal of Applications of Economics, Accounting and Business (IBIK), 7(1), 110–124. https://doi.org/10.37641/riset.v7i1.2606
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. (2004). Electronic Word of Mouth via Consumer Opinion Platforms. Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Herianto, BM, & Hidayat, R. (2020). The Influence of Personal Selling and Social Media Marketing on Purchasing Decisions. EProceedings of Applied Science, 6(3), 2830–2835.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. John Wiley \& Sons.
Kartawinata, EH, Santoso, MI, Yusuf, & Maulany, S. (2025). The Effect Of Price Perception And E-Wom On Purchase Decisions On The E-Commerce Platform Shopee. Indonesian Interdisciplinary Journal of Sharia Economics, 8(2), 6279–6293.
Kelman, H. C. (1958). Compliance, Identification, and Internalization: Three Processes of Attitude Change. Journal of Conflict Resolution, 2, 51–60. https://doi.org/10.1177/002200275800200106
Kotler, P., & Keller, K. L. (2016). Marketing Management (14th ed.). Pearson Education.
Lubis, SA, Azhar, ME, & Khairunisa, K. (2024). Analysis of female consumer behavior in purchasing skincare products through social media. Journal of Economics and Business, 12(1), 45-58. https://jurnal.syntaxliterate.co.id/index.php/syntax-literate/article/view/13550
Mafiana, AI (2025). The Role of Social Media in Omnichannel Strategy to Increase Purchase Intention. Journal of Digital Business and Innovation Management, 4(1), 22–40. https://doi.org/10.26740/jdbim.v4i1.68705
Mishra, S., Malhotra, G., Arora, V., & Mukhopadhyay, S. (2022). Omnichannel Retailing: Does It Empower Consumers and Influence Patronage? International Journal of Retail \& Distribution Management, 50(2), 229–250. https://doi.org/10.1108/IJRDM-04-2021-0199
Mofokeng, T. E. (2021). The impact of online shopping attributes on customer satisfaction and loyalty: Moderating effects of e-commerce experience. Cogent Business \& Management, 8(1), 1968206.https://doi.org/10.1080/23311975.2021.1968206
Pratama, AR, & Santoso, H. (2023). Analysis of the influence of personal selling on loyalty and purchasing decisions in the physical retail sector. Journal of Modern Marketing Management, 15(2), 88-102. https://journal.pemasaran.ac.id/index.php/jmpm/article/view/2023-01
Rahman, W., Launtu, A., Ohara, M.R., Asir, M., & Mere, K. (2025). Omnichannel Marketing Strategy: Bridging the Gap Between Online and Offline Consumer Experiences. Journal of Economic, Business and Accounting (COSTING), 8(2), 953–959. https://doi.org/10.31539/costing.v8i2.14550
Rakshit, S., Islam, N., Mondal, S., & Paul, T. (2022). An Integrated Social Network Marketing Metric for Business-to-Business SMEs. Journal of Business Research, 150, 73–88.https://doi.org/10.1016/j.jbusres.2022.06.006
Sari, NK, Wijaya, T., & Hutapea, R. (2024). The effectiveness of social media promotions in stimulating millennial consumer purchase intentions: An empirical study on MSMEs. Journal of Business and Investment Research, 10(1), 34-49. https://ejournal.uib.ac.id/index.php/jrbi/article/view/2024-05
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods. Alfabeta.
Thaichon, P., Quach, S., Barari, M., & Nguyen, M. (2024). Exploring the Role of Omnichannel Retailing Technologies: Future Research Directions. Australasian Marketing Journal, 32(2), 162–177. https://doi.org/10.1177/14413582231167664
Trunfio, M., & Rossi, S. (2021). Conceptualizing and Measuring Social Media Engagement: A Systematic Literature Review. Italian Journal of Marketing, 3, 267–292. https://doi.org/10.1007/s43039-021-00035-8
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Yi, H.-T., Cha, Y.-B., & Amenuvor, F.E. (2021). Effects of Sales-Related Capabilities of Personal Selling Organizations on Individual Sales Capability, Sales Behaviors, and Sales Performance in Cosmetics Personal Selling Channels. Sustainability, 13(1), 1–17.https://doi.org/10.3390/su13010314
Zulni, R., & Rosmita, R. (2023). The influence of self-care trends on beauty product purchasing decisions among millennials and Generation Z. Journal of Management and Creative Business, 1(2), 112-129. https://jurnal.unigal.ac.id/index.php/jmc/article/view/8241
Published
2026-05-23
How to Cite
Putri Adelia, & Yusuf. (2026). The Influence of Social Media Promotion and Personal Selling on Consumer Purchasing Decisions in the Omni-Channel Marketing Concept (Case Study on DanDist). International Journal of Economics, Business and Innovation Research, 5(03), 2711-2724. https://doi.org/10.63922/ijebir.v5i03.3784
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