EFEKTIVITAS KOMUNIKASI PEMASARAN SMS BLAST PT. ERAFONE ARTHA RETAILINDO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN EXHIBITION

LESTARI, TIRTA (2021) EFEKTIVITAS KOMUNIKASI PEMASARAN SMS BLAST PT. ERAFONE ARTHA RETAILINDO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN EXHIBITION. S2 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
1.COVER - TIRTA LESTARI.pdf
Download (337kB) | Preview
[img] Text (BAB I)
2.BAB 1 - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (120kB)
[img] Text (BAB II)
3.BAB 2 - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (255kB)
[img] Text (BAB III)
4.BAB 3 - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (113kB)
[img] Text (BAB IV)
5.BAB 4 - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (380kB)
[img] Text (BAB V)
6.BAB 5 - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (46kB)
[img] Text (DAFTAR PUSTAKA)
7.DAFTAR PUSTAKA - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (61kB)
[img] Text (LAMPIRAN)
8.LAMPIRANN - TIRTA LESTARI.pdf
Restricted to Registered users only
Download (5MB)

Abstract

This study aims to determine the level of effectiveness of SMS Blast that has been carried out by PT Erafone Artha Retailindo using the EPIC Model, towards consumer purchasing decisions exhibition. The theory in this study is Theory Of Reasoned Action, this theory has a contribution to understanding the theory of human persuasion and motivation which describes how actions are carried out from behavior that aims to act in one way rather than several other ways. This research uses a quantitative approach with a survey method. In this study using a Likert measurement scale to test thecquestionnaire. This study uses a population especially visitors to Summarecon Mall Serpong and Supermall Karawaci. The sampling technique using Non Probaility Sampling which is Purposive Sampling. Then the number of samples can be determined by taking the minimum from the total calculation formula, with 100 samples. Data collection techniques using questionnaires, library data, and the internet. Data analysis was used using descriptive analysis method with the help of SPSS version 20. The results showed that each of the four dimensions of the EPIC Model namely Empathy, Persuation, Impact & Communication were declared to be very effective. Overall, it can be concluded that the SMS Blast marketing communication of PT. Erafone Artha Retailindo on the purchase decision was declared very effective. Keywords : Effectiveness, SMS Blast, Purchase Decision, EPIC Model Penelitian ini bertujuan untuk mengetahui tingkat efektivitas SMS Blast yang telah dilakukan oleh PT Erafone Artha Retailindo menggunakan Model EPIC, terhadap keputusan pembelian konsumen exhibition. Teori dalam penelitian ini adalah Theory Of Reasoned Action, Teori ini memiliki kontribusi untuk memahami teori persuasi dan motivasi manusia yang digambarkan bagaimana tindakan- tindakan dilakukan dari perilaku yang bertujuan untuk bertindak dalam satu cara daripada beberapa cara lainnya. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei. Dalam penelitian ini menggunakan skala pengukuran likert kuesioner. Penelitian ini menggunakan populasi khususnya pengunjung Summarecon Mall Serpong dan Supermall Karawaci. Teknik pengambilan sampel yang digunakan Non Probability Sampling dengan menggunakan Purposive Sampling. Maka dapat ditetapkan jumlah sampel dengan mengambil minimal dari jumlah perhitungan rumus yaitu 100 sampel. Teknik pengumpulan data menggunakan kuesioner, data perpustakaan, dan internet. Analisis data digunakan dengan menggunakan metode analisis deskriptif dengan bantuan SPSS versi 20. Hasil penelitian menunjukkan bahwa masing-masing dari empat dimensi Model EPIC yaitu Empathy, Persuation, Impact & Communication dinyatakan sangat efektif. Secara keseluruhan, dapat disimpulkan bahwa komunikasi pemasaran SMS Blast PT. Erafone Artha Retailindo terhadap keputusan pembelian dinyatakan efektif. Kata Kunci : Efektivitas, SMS Blast, Keputusan Pembelian, EPIC Model.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55217120064
Uncontrolled Keywords: Efektivitas, SMS Blast, Keputusan Pembelian, EPIC Model.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar)
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 20 Oct 2023 06:38
Last Modified: 20 Oct 2023 06:38
URI: http://repository.mercubuana.ac.id/id/eprint/82954

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.