The Effectiveness of Email Marketing Toward Purchasing Intention

Abstract

This study aims to prove the effectiveness of email marketing on customer awareness, customer engagement, and purchasing intention. The respondents in this research consist of the people who got the email marketing from any brands and check their behavior that they read, click, or do any activities on their email marketing. In this research, the quantitative research technique has been used. The collecting data has been obtained via an online platform by questionaries survey shared in social media with the convenience sampling and time constrain. The data has been analyzed by SPSS software to find the descriptive and regression analysis result. The result shows the relationship among the variables. As a result of this study’s analysis, the purchasing intention of email marketing is still influential on factors customer's awareness and customer's engagement. In addition, the most apparent effect is seen on the customers' awareness. Furthermore, this study can find that the customers' awareness also significantly affects customers' engagement. Lastly, in this study, although the customer's awareness and engagement significantly affect the purchasing intention, customer’s awareness and engagement on the email marketing were still challenging to create.