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