Tindakan Konsumen pada Promosi Usaha Songket “Tujuh Saudara” Melalui Website

Abstract

Promotion through the internet support the development of micro, small, and medium enterprises, including the efforts of songket “Tujuh Saudara”. This study aims to analyze the actions of consumers as a result of promotion through the website and analyze the relationship between the internal factors of consumers, information quality, and service quality with consumer action. By using survey methods, this study shows songket promotion through the website is effective in encouraging visitors to do the actions in the form of consumer stages AIDA (attention, interest, desire and action) and consumers internal factors (gender, age, and education) and quality of service is not related to consumer action, while the quality of the information related to the action that will be performed by consumers.