Model Minat Beli dan Keputusan Pembelian Iklan : Pemasaran Multi Channels dan Discount di Portal Berita Online Medcom.id.

HAFIZI, NASIKHUL AMIN AL (2021) Model Minat Beli dan Keputusan Pembelian Iklan : Pemasaran Multi Channels dan Discount di Portal Berita Online Medcom.id. S2 thesis, Universitas Mercu Buana Jakarta.

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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) Multichannels 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. Keyword: multi-channels marketing, discount / saving value, buying interest, purchasing decisions, online media. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran multi channel dan discount / saving value terhadap keputusan pembelian melalui minat beli klien terhadap jasa periklanan yang disediakan oleh Medcom.id. Jumlah responden yang dilibatkan dalam penelitian ini adalah sebanyak 85 responden. Seluruh responden merupakan klien (instansi atau perusahaan) yang pernah beriklan di Medcom.id. Data dalam penelitian ini dianalisis secara kuantitatif dengan dengan menggunakan teknik Partial Least Square dengan bantuan program Smartpls. Hasil riset adalah : (1) Pemasaran multi channel berpengaruh positif terhadap minat beli konsumen, semakin baik pemasaran multi channel yang dilakukan Medcom.id maka semakin tinggi minat beli calon klien untuk beriklan di Medcom.id; (2) Discount berpengaruh positif dan signifikan terhadap minat beli konsumen, semakin menarik discount yang ditawarkan Medcom.id maka semakin tinggi minat beli calon klien untuk beriklan di Medcom.id; (3) Pemasaran multi channel berpengaruh positif terhadap keputusan pembelian konsumen, semakin baik pemasaran multi channel yang dilakukan Medcom.id maka semakin tinggi keputusan pembelian calon klien untuk beriklan di Medcom.id; (4) Discount berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen, semakin menarik discount yang ditawarkan Medcom.id maka semakin tinggi keputusan pembelian calon klien untuk beriklan di Medcom.id; (5) Minat beli berpengaruh terhadap keputusan pembelian konsumen, calon klien dengan minat beli tinggi cenderung memiliki keputusan pembelian yang tinggi terhadap jasa iklan yang ditawarkan Medcom.id; (6) Minat beli dapat memediasi pengaruh pemasaraan multi channels terhadap keputusan pembelian, semakin baik pemasaran multi channels akan meningkatkan minat beli klien yang selanjutnya akan meningkatkan keputusan pembelian; (7) Minat beli dapat memediasi pengaruh discount terhadap keputusan pembelian, pemberian discount yang menarik calon klien akan meningkatkan minat beli calon klien yang selanjutnya akan meningkatkan keputusan pembelian klien. Kata Kunci: pemasaran multi channel, discount / saving value, minat beli, keputusan pembelian, media online.

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