PENGARUH STRATEGI MARKETING PUBLIC RELATIONS DALAM PROMOSI ONLINE ADVERTISING E-COMMERCE: ZALORA TERHADAP MINAT BELI WANITA PEKERJA DI DKI JAKARTA

OKTAVIANIKA, DESI (2020) PENGARUH STRATEGI MARKETING PUBLIC RELATIONS DALAM PROMOSI ONLINE ADVERTISING E-COMMERCE: ZALORA TERHADAP MINAT BELI WANITA PEKERJA DI DKI JAKARTA. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this analysis is to estimate and to analysis the affect of Public Relations Marketing Strategy in relation to Zalora’s E-Commerce Online Advertising towards the buying interest of Female Employees in Jakarta City. The use of this research is based on Quantitative method which buit based on Positivism. Population taken in this research is from 1.799.376 Female Employees who works in Jakarta City with average age between 18 to 55, which became the target of Zalora E-Commerce. The method for sampling was using by non-probability sampling method with positive sampling technique from 400 respondent which calculated using Taro Yamane formula. Data analyst method using for this formula is the simple linear regression with SPSS Version 24 program. The result of this research shows that the public relations marketing strategy of Zalora E-Commerce Online Advertising Promotion was proven affecting the buying interest of Female Employees in Jakarta City. Test result towards 391 respondent of Female Employes in Jakarta City who also as Zalora E-Commerce Customer, can be concluded from the result of determination coefficient with the contrubition of R square value 0,537 or 53,7% which mean that affect of Public relations Marketing Strategy was contributed 53,7% towards buying interest. An the rest 46,3% is affected by other factors which affecting the buying interest on Zalora E-Commerce of Female Employees in Jakarta City Jakarta. Keywords : Online advertising, e-commerce, and buying interest Tujuan penelitian ini adalah untuk mengestimasi dan menganalisis Pengaruh Strategi Marketing Public Relations Dalam Promosi Online Advertising E-commerce Zalora Terhadap Minat Beli wanita pekerja DKI Jakarta. Metode yang digunakan adalah metode kuantitatif yang dibangun berdasarkan paradigma positivism. Populasi dalam penelitian ini adalah wanita pekerja di DKI Jakarta yang rata-rata usia 18 s/d 55 tahun yang merupakan bagian dari target e-commerce Zalora tersebut dengan jumlah total pekerja wanita di DKI Jakarta sebanyak 1.799.376 (https://jakarta.bps.go.id, diakses pada tanggal 15 April 2019). Penentuan jumlah sampel dilakukan menggunakan metode nonprobability sampling dengan teknik purposive sampling dan ditetapkan sebanyak 400 responden yang dihitung meenggunakan rumus Taro Yamane. Metode analisis data yang digunakan adalah regresi linear sederhana dengan menggunakan program SPSS Versi 24. Hasil penelitian menunjukkan bahwa strategi marketing public relations dalam promosi online advertising e-commerce Zalora terbukti memiliki pengaruh terhadap minat beli oleh wanita pekerja DKI Jakarta. Hasil pengujian yang dilakukan secara keseluruhan kepada 391 responden wanita pekerja di DKI Jakarta yang juga pelanggan e-commerce Zalora, maka dapat disimpulkan dari hasil koefisien determinasi diperoleh kontribusi R-Square sebesar 0,537 atau 53,7% yang berarti bahwa pengaruh strategi marketing public relations memberikan konstribusi sebesar 53,7% terhadap minat beli. Sedangkan sisanya 46,3% dipengaruhi oleh faktor lain yang mempengaruhi minat beli pada ecommerce Zalora oleh wanita pekerja di DKI Jakarta. Kata Kunci : Online advertising, e-commerce, dan minat beli

Item Type: Thesis (S1-Sarjana)
Call Number: SK/42/19/116
NIM: 44214010108
Uncontrolled Keywords: Online advertising, e-commerce, dan minat beli
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: Virda Syifa
Date Deposited: 03 Nov 2020 06:33
Last Modified: 03 Nov 2020 06:33
URI: http://repository.mercubuana.ac.id/id/eprint/51513

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