Efektifitas short message service sebagai media promosi dan pengaruhnya terhadap minat beli

Haloho, Ristauli Oktavia (2018) Efektifitas short message service sebagai media promosi dan pengaruhnya terhadap minat beli. Masters thesis, Universitas Pelita Harapan.

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Abstract

The success of marketing conducted by retail stores by SMS (Short Message Service) is highly determined by the effectiveness of the conducted promotional media. However there is not much research the effectiveness of media campaigns using EPIC model especially in new media such as SMS. Therefore, this research is necessary to be done to determine the level of effectiveness of SMS as a media campaign and its influence on the interest to purchase intention. This research uses explanation data analysis with data from 124 respondents using questionnaires to represent residents who live in West Jakarta. Statistic technical is used to analyze data with t test analysis, F test, Pearson's Product Moment Correlation, simple linear regression and multiple linear regression. This research resulted concludes that the level of effectiveness of SMS as a promotional media is effective and its influence on purchase intention such as empathy, persuasive, impact and communication on partial and simultaneous ispositive and significant. / Keberhasilan kegiatan pemasaran yang dilakukan oleh toko ritel melalui SMS (Short Message Service) sangat ditentukan oleh efektivitas media promosi yang dilakukan. Namun, belum terdapat banyak penelitian yang meneliti efektivitas media promosi menggunakan model EPIC, khususnya di media baru seperti SMS. Oleh karena itu penelitian ini perlu dilakukan untuk menentukan tingkat efektivitas SMS sebagai media promosi dan pengaruhnya terhadap minat beli khalayak. Penelitian ini menggunakan teknis analisis eksplanatif dengan pengumpulan data dari 124 orang responden yang diteliti menggunakan kuesioner untuk mewakili penduduk yang tinggal di kota Jakarta Barat. Teknik statistik digunakan untuk menganalisis data dengan analisis uji t, uji F, Pearson’s Product Moment Correlation, regresi linear sederhana dan regresi linear berganda. Penelitian ini menghasilkan temuan bahwa tingkat efektivitas SMS sebagai media promosi adalah efektif dan pengaruhnya terhadap minat beli khalayak diantaranya empati, persuasi, dampak dan komunikasi secara parsial dan simultan adalah positif dan signifikan.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Haloho, Ristauli OktaviaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSangun, EnisarUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Effectiveness of SMS ; Media Promotion ; EPIC Model ; and Purchase Intention
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 11 Mar 2019 01:29
Last Modified: 11 Mar 2019 01:29
URI: http://repository.uph.edu/id/eprint/2657

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