STRATEGI KOMUNIKASI PEMASARAN MELALUI MEDIA DARING TERHADAP KEPUTUSAN PEMBELIAN

Diana Fitriani

Abstract


Research on the analysis of marketing strategies through online media in Pontianak through Facebook and Instagram. Quantitative related is used for the path analysis method and the application of SPSS V. 23.0 as a calculation tool. Respond 100 with a non-probability sampling technique that is unintentional. Communication strategies in research are lead to awareness, knowledge, passions, inclinations, beliefs and purchases. Based on this strategy, a positive and significant value is obtained in the decision making process. Marketing communication strategies through online media towards consumer purchasing decisions on culinary products marketed through Instagram and Facebook. The results of the study with a significance of 0,000 obtained a beta coefficient of 0.483. The significance of tcount <0.05 indicates that Ho was not accepted and thus received Ha. Explanation of the results of calculations in research gives a meaningful and positive marketing communication strategy to the product purchase decision variable through online media. It can be concluded that the strategies proposed have proven to be effective in winning diverse consumer dynamics

Keywords


Marketing communication strategy, online media, path analysis, descriptive analysis

Full Text:

PDF

References


Anshari, R. (2013). Strategi Komunikasi Pemasaran Melalui Media Online Dan Tingkat Kepuasan Membeli (Studi Korelasional tentang Strategi Penjualan Produk Fashion melalui “Instagram” terhadap Kepuasan Membeli Mahasiswa FISIP USU). FLOW, 2(7).

Armirinta, Viken. (2010). Pengaruh Program Periklanan dan Pemasaran Melalui Email di Internet Terhadap Keputusan Pembelian Produk UKM Pada Sektor Kerajinan (Handycraft), Sepatu dan Sendal, Mainan Anak dan Pakaian di Wilayah Depok. Universitas GUnadarma. Buletin APJII, Jakarta. Edisi 22 2018, Hal. 3.

Hasan, Ali. 2008. Marketing. Yogyakarta: Media Presindo

https://www.suarakalbar.co.id/2020/11/ini-jumlah-pengguna-internet-indonesia.html#:~: text=Kalimantan%20Barat%3A%203.920.509%20orang

Kasali, Renaldi. (2007). Manajemen Periklanan. Jakarta., Grafiti.

Kominfo. (2014). Pengguna Internet Indonesia Nomor Enam Dunia. https://kominfo.go.id /content/detail/4286/pengguna-internet-indonesia-nomor-enam-dunia/0/sorotan media.

Kosasi, S. (2017). Menilai Tingkat Kematangan Tata Kelola Teknologi Informasi Dalam Model Bisnis Toko Online. In SISITI: Seminar Ilmiah Sistem Informasi dan Teknologi Informasi, 5(1).

Kosasi, S., & Yuliani, I. D. A. E. (2018). Effectiveness of IT

Governance of Online Businesses with Analytical Hierarchy Process Method. In 2018 6th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-6). IEEE.

Kosasi, S., Prabowo, H., & Budiastuti, D. (2018, August). IT Operation Services: Impacts of Maturity Levels of IT Governance on Online Stores in West Kalimantan. In 2018 6th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-6). IEEE.

Oetomo, B. S. D., & Santoso, S. (2015). Pengaruh Web Dalam Komunikasi Pemasaran Untuk Meningkatkan Perhatian dan Ketertarikan Konsumen Online. Jurnal Eksplorasi Karya Sistem Informasi dan Sains, 8(2).

Partha, C. G. G., & Sukawati, T. G. R. (2016). Peran Promosi Dalam Memediasi Lingkungan Pemasaran Online Terhadap Perilaku Pembelian Online (Studi Di Kota Denpasar). E-Jurnal Manajemen Unud, 5(5).

Robert, M. L. & Zahay, D. (2012). Internet Marketing: Integrating Online and Offline Strategies (3rded). London: McGraw-Hill Education.

Sekaran U., Bougie, R. (2017). Reseacrh methods for business 7th edition. Wiley: London.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

--------------. (2016). Statistik Untuk Penelitian, Cetakan Ke 27. Bandung: Alfabeta.

--------------. (2012), Metode Penelitian Bisnis, Cetakan ke 16. Bandung: Alfabeta.

--------------, (2015). Metode Penelitian Kombinasi. Bandung: Alfabeta.

Sunyoto, Danang. (2012). Ananlisis Validitas & Asumsi Klasik. Yogyakarta: Gaya Media.

Supratman, L. P. (2018). Penggunaan Media Sosial oleh Digital Native.

Wandanaya, A. B. (2012). Pengaruh Pemasaran Online Terhadap Keputusan Pembelian Produk. CCIT Journal, 5(2), 174-185.




DOI: https://doi.org/10.51195/iga.v11i2.162

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jurnal Ekonomi Integra

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Copyright of Jurnal Ekonomi Integra
ISSN 0216-4337 (Print) and ISSN 2581-0340 (Online)

Creative Commons License
Jurnal Ekonomi Integra is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.