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Nugraha, Rizki Nurul
National University Tourism Study Program
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Transportation Other

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Journal : Jurnal Ekonomi, Bisnis

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EFFECT OF APPLICATION OF RICH MEDIA ADVERTISING ON PURCHASE DECISIONS (STUDY OF TRAVEL COMPANIES) M. Liga Suryadana; Rizki Nurul Nugraha
Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal) Vol 12 No 2 (2018): Jurnal Ekonomi, Bisnis & Entrepreneurship
Publisher : Pusat Penelitian dan Pengabdian Masyarakat (P3M) STIE Pasundan Bandung

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Abstract

This study aims to determine the effect of the application of the Rich Media Advertising dimension to purchasing decisions. The population in this study were service users who had purchased packages in the past three years. This study involved 100 service users as research subjects taken randomly. This study uses research instruments in the form of questionnaires and interview guidelines. Both instruments validated before being applied to the study sample. Furthermore, the data obtained were analyzed using Path analysis. The results of the study indicate that: (1) There is a Significant Effect of Streaming Audio on purchasing decisions. (2) There is a Significant Effect of Streaming Video on purchasing decisions. (3) There is a Significant Effect of the Applets That Allow User Interaction on purchasing decisions. (4) There is a Significant Effect of Special Effect that has a significant effect on purchasing decisions. Based on these findings it can be concluded that Rich Media Advertising has a significant influence on purchasing decisions with a percentage of influence of 51.4%. Keywords: audio streaming, streaming video, applets that allow user interaction, special effect, rich media advertising, purchasing decisions.
Co-Authors Achmad Salam Aditya Erlangga Ahmad Naisaburi Bintang Dhia Aisyah Zhafirah Ajeng Aspuan Akbar Fadillah Akristi Eni Sannindra Alisya Nur Insani Almaura Nur Aulia Ananda Fadila Putri Anisa Purwati Anisa Yuni Safira V Ardissa Dwi Eranti Arnold Yudi Nahlony Arsya Ananda Asep Kurniawan Aulia Ananda Auliah Nurlizah Cahya Gilang Ananda Kresna Putra Cahya Gilang Ananda Kresna Putra Cici Maria Sihombing Claudia Simponi Nehemia Davi Ayu Andini Dela Safitri Devitha Sondang Diah Renno Sulistyo P Dina Fitriani Dinda Putri Fatimah Dipa Awaloedin Dipa Teruna Awaloedin Donald Benjamin Dwita Chika Wardani Dwita Chika Wardani Eka Syah Putra Eviana Tarigan Farrah Puspita F Febry Fatimah Azzahra Fikri Virgiawan Firman Riza Dermawan Franika Br Manjorang Gustian Al Kahfi Gustian Alkahfi Gustian I Gusti Kade Heryadi Angligan Joko Edwin Saputra Joy Hendrick Wittsdy As Kevin Muhammad Irsyad Liliana Dewi Liliana Dewi Lisa Sarinah M. Liga Suryadana Madeline Ivanka Magdalena Leda Mawo Marina Erviani Maya Amelia Mudhi’ah Zuhdiyyah Djandri Muhammad Sholah Yazid Muhammad Surya Saleh Muhammad Zaqi Nada Widya Candra Nurani Nurul Hidayah Nurul Hidayah Padri Achyarsyah Padri Achyarsyah Prama Hardika Prili Diana Rosa Prili Diana Rosa Putri Adinda Trisia Putri Aulia Ardani Putri Indriani Putri Indriani Rachmad Rizky Trianto Raden Ajeng Dhea Ayu Salsabila Raden Ajeng Dhea Ayu Salsabila Rai Riya Rai Riya Rais A Yudian Reza Ardian Putra Rifky Setiawan Rigy Dyantika Rivaldo Lucas Waworundeng Rosa Adilla Sahrian Samsi Sari Butar-butar Sari Meilina Butar-Butar Selvy Remilenita Sheva Aulia Sidik Ihsannudin Sifa Sukowati Subur Karyatun Talitha Daffa Azzahra Tarabunga Angelyca Tevila Akwila Tine Yuliantini, Tine Titi Kusmayanti Tomas Jorgi Tria Husnul Chotimah Ulfi Maranisya Vanny Chang Nurmanto Venda Irlani Vickrham Achmad Vickrham ShahJehan Achmad Widha Raditia Wikey Damai Yanti Yuni Trisnawati Zumratul Meini