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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Digital Business Management
Al Hafizi, Nasikhul Amin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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MODEL MINAT BELI DAN KEPUTUSAN PEMBELIAN IKLAN:PEMASARAN MULTI CHANNELS DAN DISCOUNT DI PORTAL BERITA ONLINE MEDCOM.ID. Al Hafizi, Nasikhul Amin
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 2 No. 4 (2021): Jurnal Ekonomi Manajemen Sistem Informasi (Maret 2021)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/jemsi.v2i4.452

Abstract

Prariset ini dilakukan bertujuan untuk membangun hipotesis penelitian dengan menggunakan motode kuantitatif, untuk mengetahui variabel yang mempengaruhi minat beli dan keputusan pembelian iklan pada portal berita online medcom.id. Untuk melengkapi pra riset ini, maka peneliti juga melakukan review penelitian terdahulu. Hasil pra riset menunjukkan bahwa diduga pemasaran multi channels dan discount memiliki pengaruh terhadap minat beli dan keputusan pembelian iklan.
PURCHASE INTENTION AND PURCHASE DECISION MODEL: MULTI CHANNEL MARKETING AND DISCOUNT ON MEDCOM.ID ONLINE NEWS PORTAL Al Hafizi, Nasikhul Amin; Ali, Hapzi
Dinasti International Journal of Digital Business Management Vol. 2 No. 3 (2021): Dinasti International Journal of Digital Business Management (April - May 2021)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v2i3.826

Abstract

This study aims to determine the effect of multi-channel marketing and discount / saving value on purchasing decisions through clients' buying interest in advertising services provided by Medcom.id. The numbers of respondents involved in this study were 85 respondents. All respondents are clients (agencies or companies) who have advertised on Medcom.id. The data in this study were analyzed quantitatively using the Partial Least Square technique with the help of the Smartpls program. The research results are: (1) Multi-channels marketing has a positive effect on the purchase interest of prospective clients, the better the multi-channel marketing conducted by Medcom.id, the higher the buying interest of prospective clients to advertise on Medcom.id; (2) Discount has a positive and significant effect on consumer buying interest, the more attractive the discount Medcom.id offers, the higher the buying interest of potential clients to advertise on Medcom.id; (3) Multi-channels marketing has a positive effect on client purchasing decisions, the better the multi-channel marketing conducted by Medcom.id, the higher the purchasing decisions of prospective clients to advertise on Medcom.id; (4) Discount has a positive and significant effect on consumer purchasing decisions, the more attractive the discount offered by Medcom.id, the higher the purchasing decisions of prospective clients to advertise on Medcom.id; (5) Purchasing interest affects consumer purchasing decisions, prospective clients with high buying interest tend to have high purchasing decisions for advertising services offered by Medcom.id; (6) Purchasing interest can mediate the effect of multi-channels marketing on purchasing decisions, the better multi-channels marketing will increase client's buying interest which in turn will improve purchasing decisions; (7) Purchase interest can mediate the effect of discount on purchasing decisions, giving discounts that attract prospective clients will increase prospective clients' buying interest which in turn will increase client purchasing decisions.
Co-Authors Hapzi Ali, Hapzi