Pengaruh Media Iklan Terhadap Keputusan Membeli Air Minum dalam Kemasan Merk Lam-Lam pada Masyarakat Kota Bima
Abstract
The aim of this research is to analyze the influence of online and offline advertising media on decision making to purchase Lam-Lam brand bottled drinking water among the people of Bima City. The research population was all buyers of Lam-Lama mineral drinking water in Bima City, and 53 consumers were used as research samples. The research instrument was a questionnaire using a Likert scale, and the data was analyzed using multiple linear regression analysis techniques. The research results show that the use of online advertising media has a positive and significant influence on the decision of buyers of the Lam-Lam brand of mineral water in Bima City. The use of offline advertising media has a positive and significant effect on the decision of buyers of the Lam-Lam brand of mineral water. The use of online and offline advertising media has a simultaneous and significant influence on the decisions of buyers of Lam-Lam mineral water. The implication of this research is that companies can continuously carry out marketing activities online and offline in a balanced manner so that the product image is increasingly trusted by consumers.
Keywords:
Iklan, Online, Offline dan Keputusan, Pembeli
References
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Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R dan D (3rd ed.). Jakarta:
Suhartini. (2023). Manajemen Pemasaran Perusahaan Jasa. Jakarta: Pres
Worontika. (2021). Analisa Break Even Point (Bep) Perusahaan Air Minum Dalam Kemasan Cv . Lam – Lam Desa Ndano Kecematan Madapangga Kabupaten Bima Analysis of Break Even Point ( Bep ) Bottled Water Company Cv . Lam-Lam Ndano Village Madapangga Subdistrict Bima Regency. Jurnal Ekonomi Dan Ekonomi Studi Pembangunan, 101(Vc), 1–8.
Apuke, O. D. (2017). Quantitative Research Methods : A Synopsis Approach. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(11), 40–47. https://doi.org/10.12816/0040336
Aqsa, M. (2021). Pengaruh Iklan Online Terhadap Sikap Dan Minat Beli Konsumen Secara Online Di Kota Palopo (Survei pada Pengguna Internet di Kota Palopo). Jurnal Ilmu Ekonomi, 3(1), 82–93.
Barreto, J. S., Komang, L., Dewi, C., & Ximenes, L. (2023). The Influence of Brand Image and Product Quality on Purchase Decisions of Packaged Drinking Water in Liquiça District, DILi – Timor Leste. International Journal of Multicultural and Multireligious Understanding, 3(2), 332–340.
Dirwan, & Firman, A. (2023). The Impact of Brand Image and Product Quality on Purchasing Decisions. Jurnal Manajemen Bisnis, 10(1), 266–277. https://doi.org/10.33096/jmb.v10i1.514
Djayakusumah. (2021). Periklanan. bandung: Rosda Karya
Ghozali, I. (2018). Model persamaan struktural: Partial least square path modelling (PLS-PM), Generalized Structure Component Analysis (GSCA), Regularized Generalized Canonical Correlation Analysis (RGCCA).
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Http://isparmo.web.id/. (2019). Internet Marketing. http://isparmo.web.id/
Imasari, K., & Lu, C. (2021). Pengaruh Media Periklanan Terhadap Pengambilan Keputusan Siswa Smu Untuk Mendaftar Di Universitas Kristen Maranatha: Sikap Konsumen Sebagai Variabel Moderasi (Studi Kasus Siswa Smu Di Bandung). Jurnal Bisnis Dan Ekonomi, 17(2), 109–120.
Kotler, P. (2020). Manajemen Pemasaran (Edisike 2). Jakarta: Erlangga.
Kotler, P., & Armstrong. (2023). Dasar-dasar Pemasaran Edisi Sembilan. Jilid Ke-1. Jakarta: PT. Gramedia Pustaka Utama.
Menema, R. (2022). Pengaruh Iklan terhadap Keputusan Konsumen.
Mishra, D. (2017). a Research on the Attitude of Customers Towards Online Advertising in Ambedkar Nagar. International Journal For Innovative Research In Multidisciplinary Field, 5, 123–131.
Nur, A., Sinaga, A. B., & Effendi, C. (2020). Pengaruh Media Iklan Offline Dan Online Terhadap Keputusan Pembeli. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik Dan Komunikasi Bisnis, 4(2), 155. https://doi.org/10.24853/pk.4.2.155-165
Pasaribu, R. (2019). Iklan Internet Pemikat Belanja Online Sebagai Strategi Pemasaran. Manajemen Image Kebhinekaan Indonesia, 267–276. https://fdokumen.com/document/iklan-internet-pemikat-belanja-online-sebagai-strategi-diterapkannya-sistem.html
Pikas, B., & Sorrentino. (2017). The Effectiveness of Online Advertising: Consumer’s Perceptions ofAds on Facebook, Twitter and YouTube. The Journal of Applied Business and Economics, 16, 70-81., 2(1).
Prasetyo, D. D. (2021). Pengaruh Iklan Secara Online Terhadap Keputusan Pembelian. 41(1), 170–174.
Pratama, A. N., & Hayuningtias, K. A. (2022). Pengaruh Iklan, Citra Merek, Dan Desain Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy. Jurnal Mirai Manajemen, 7(1), 425–436. https://journals.upi-yai.ac.id/index.php/IKRAITH-EKONOMIKA/article/view/1331%0Ahttps://journals.upi-yai.ac.id/index.php/IKRAITH-EKONOMIKA/article/download/1331/1066
Rihayana, I. G., Putra Salain, P. P., Eka Rismawan, P. A., & Mega Antari, N. K. (2022). the Influence of Brand Image, and Product Quality on Purchase Decision. International Journal of Business Management and Economic Review, 04(06), 342–350. https://doi.org/10.35409/ijbmer.2021.3345
Rusmiyati, & Hartono, S. (2022). Influence The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable. Journal of Consumer Sciences, 7(1), 20–33. https://doi.org/10.29244/jcs.7.1.20-33
Ružić, I., & Kelić, I. (2023). Online and Offline Media Effectiveness Based on Shopping Center Communication Objectives. Conference: International Conference “An Enterprise Odyssey: Leadership, Innovation and Development for Responsible Economy", September 2015, 1195–1208.
Salsabila, H. F., & Harti, H. (2021). Pengaruh iklan media sosial, electronic word of mouth, dan persepsi kualitas terhadap keputusan pembelian. Akuntabel, 18(4), 722–732. https://doi.org/10.30872/jakt.v18i4.9789
Samantha, R., & Almalik, D. (2019). Pengaruh Iklan Sosial Media terhadap Keputusan Pembelian Konsumen di Lingkungan Universitas Bali Internasional. E-Jurnal Manajemen Universitas Udayana, 3(2), 58–66.
Siregar. (2019). Statistik Parametrik Untuk Penelitian Kuantitatif. Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS. Jakarta: PT. Bumi Aksar.
Stephen, A. (2020). Pengaruh Iklan Terhadap Keputusan Pembelian Konsumen. Indonesian Business Review, 2(2), 233–248. https://doi.org/10.21632/ibr.2.2.233-248
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R dan D (3rd ed.). Jakarta:
Suhartini. (2023). Manajemen Pemasaran Perusahaan Jasa. Jakarta: Pres
Worontika. (2021). Analisa Break Even Point (Bep) Perusahaan Air Minum Dalam Kemasan Cv . Lam – Lam Desa Ndano Kecematan Madapangga Kabupaten Bima Analysis of Break Even Point ( Bep ) Bottled Water Company Cv . Lam-Lam Ndano Village Madapangga Subdistrict Bima Regency. Jurnal Ekonomi Dan Ekonomi Studi Pembangunan, 101(Vc), 1–8.
Published
2024-04-24
How to Cite
Nurjoko, H., Putra, N. N., & Pribadi, B. A. (2024). Pengaruh Media Iklan Terhadap Keputusan Membeli Air Minum dalam Kemasan Merk Lam-Lam pada Masyarakat Kota Bima. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(2), 1203-1213. https://doi.org/https://doi.org/10.36778/jesya.v7i2.1590
Section
Articles
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