Pengaruh Iklan Media Televisi Dan Media Sosial Terhadap Keputusan Pembelian (studi Pada Bukalapak)

Muhammad Rionaldy, Arlin Ferlina Mochamad Trenggana

Abstract

Abstrak Kontribusi Ritel Online di Indonesia semakin meningkat setiap tahunnya. Variabel independen yaitu iklan media televisi dan iklan media sosial dengan variabel dependen keputusan pembelian. Metode penelitian yang digunakan adalah metode kuantitatif dengan jenis penelitian deskriptid dan kausal. Sampel sebanyak 100 responden, disebarkan dengan teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling dengan insidential sampling. Melalui uji R iklan media televisi dan iklan media sosial mempunyai hubungan yang kuat terhadap keputusan pembelian. Pengaruh iklan media televisi dan iklan media sosial terhadap keputusan pembelian adalah sebesar 50,1% dan sisanya adalah sebesar 49,9% dipengaruhi oleh faktor-faktor lainnya yang tidak diteliti seperti iklan radio, majalah, surat kabar dan lain - lain. Setiap kenaikan satu skala iklan media televisi akan menaikkan keputusan pembelian sebesar 0,321 dan setiap kenaikan satu skala iklan televisiakan menaikkan keputusan pembelian sebesar 0,373. Secara parsial dilihat dari uji t, terdapat pengaruh iklan media televisi terhadap keputusan pembelian pada Bukalapak dan terdapat pengaruh iklan media sosial terhadap keputusan pembelian pada Bukalapak. Kata Kunci: Iklan, Media Televisi, Iklan media Sosial dan Keputusan Pembelian Abstract Online Retail contributions in Indonesia are increasing every year. The independent variables are television media advertising and social media advertising with the dependent variable of purchasing decisions. The research method used is a quantitative method with descriptive and causal types of research. A sample of 100 respondents, distributed by the sampling technique used in this study is nonprobability sampling with insidential sampling. Through the R test, television media advertising and social media advertising have a strong relationship with purchasing decisions. The influence of television media advertisements and social media advertisements on purchasing decisions is equal to 50.1% and the remaining 49.9% is influenced by other factors not examined such as radio advertisements, magazines, newspapers and others. Each increase in one scale of television media advertising will increase the purchasing decision by 0.321 and each increase in one scale of television advertising will increase the purchasing decision by 0.373. Partially seen from the t test, there is the influence of television media advertising on purchasing decisions at Bukalapak and there is an influence of social media advertising on purchasing decisions on Bukalapak. Keywords: advertising, television Media, social media Advertising and purchasing decisions

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