Title: THE DIGITAL MARKETING IN THE RETAIL INDUSTRY: INSIGHT TO THE STRUCTURAL EQUATION MODEL
Authors:
Amirudin and Wilhelmus Hary Susilo*
Abstract:
The R-A theory could support the results of theoretical gap based on gap theory and reveal the real problems of complex and sustainable industrial organization within the digital decade. The marketing scientists who conducts marketing research based on R-A theory would like to contribute to the development of digitalize marketing science, and contribute to major R-A theories. Therefore, the aim of this study is to deliver an idea and how to find strong theoretical gaps based on R-A theory within the cornerstone of the structural equation modeling. This research approach is based on an in-depth idea study with a deductive based confirmed approach and scientific reference research. The researchers hope that the results of this study would to contribution of research ideas based on strong scientific R-A theory premises.
Keywords: RAT, retail-industrial organization, structural equation modeling.
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