The Effect of Online Marketing on Purchase Intention: The Case of S.T George Beer
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Date
2021-06
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Addis Ababa University
Abstract
The overall objective of this study was to examine the effects of online marketing on consumersę purchase intention in S.t George Breweries. The study was conducted selected sub cities in Addis Ababa. Quantitative method had applied and both descriptive and explanatory research design used for this paper. 423 questionnaires had been disseminated with a response rate of 94 percent. Data gathered through self-administered questionnaire and analyzed using SPSS version 26. Descriptive statistics is used in describing the profiles of the respondents and the factors that affects their purchase intentions of St George Breweries. Inferential statistics also applied to highpoint the most vital factors determining the relationship among variables and to ascertain the correlations between them. The result designated that a distinguished positive relationship between electronic word of mouth and consumer purchase intention, which is related with more enthusiasm to continue buying St George Breweries products in the future. It was discovered that electronic word of mouth, online communities, and online promotion had a positive and statistically significant effect on consumer purchase intention in St George Breweries at p-value less than 5 percent. Electronic word of mouth and online promotion has positive and strong influence on purchase intention while online community has relatively weak effect on customers purchase intention. Hence, it is commanding that for St George Breweries to adopt marketing programs by recognizing that electronic word of mouth can play an significant role in the empowering the usage and recurrence use of St George Breweries products.
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Keywords
electronic word of mouth, online community, online promotion and purchase intention