HUBUNGAN MEDIA SOSIAL INSTAGRAM, WORD OF
MOUTH, EFEKTIVITAS IKLAN TELEVISI DAN BRAND
AWARENESS DENGAN KEPUTUSAN PEMBELIAN
(Studi Compact Powder Wardah di Counter Buaran Plaza,
Jakarta Timur)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Haryanti Dwi Putri, Dessy
Subject
Manajemen Pemasaran
Datestamp
2021-12-21 02:41:27
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui : (1) Hubungan media sosial instagram dengan keputusan pembelian (2) Hubungan word of mouth dengan keputusan pembelian (3) Hubungan efektivitas iklan televisi dengan keputusan pembelian (4) Hubungan brand awareness dengan keputusan pembelian dan (5) Hubungan media sosial instagram, word of mouth dan efektivitas iklan televisi dan brand awareness dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur. Strategi penelitian ini adalah pendekatan kualitatif menjadi kuantiatif. P?n?litian dilakukan Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur, d?ngan p?ngumpulan data m?nggunakan ku?sion?r yang dianalisis m?nggunakan koefisien korelasi dan pengujian hipotesis. Sampel penelitian ini adalah 100 konsumen di Counter Buaran Plaza, Jakarta Timur. Hasil pembahasan dapat disimpulkan bahwa : (1) Media sosial instagram memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (2) Word of mouth memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (3) Efektivitas iklan televisi memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (4) Brand awareness memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur dan (5) Media sosial instagram, word of mouth, efektivitas iklan teelvisi dan brand awareness secara bersama-sama memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur. Kata Kunci : Media sosiala instagram, word of mouth, efektivitas iklan televisi, brand awareness dan keputusan pembelian ABSTRACT This study aims to determine: (1) Instagram social media relations with purchasing decisions (2) Relationship of word of mouth with purchasing decisions (3) Relationship between the effectiveness of television advertising and purchasing decisions (4) Brand awareness relationship with purchasing decisions and (5) Relationships Instagram social media, word of mouth and the effectiveness of television advertising and brand awareness with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta. The strategy of this research is the qualitative approach becomes quantiative. The study was carried out by Wardah Compact Powder at the Buaran Plaza Counter, East Jakarta, with a collection of data using resources analyzed using correlation coefficients and hypothesis testing. The sample of this study was 100 consumers at Counter Buaran Plaza, East Jakarta. The results of the discussion can be concluded that: (1) Instagram social media has a positive and significant relationship with the purchase decision of Wardah Compact Powder in Counter Buaran Plaza, East Jakarta (2) Word of mouth has a positive and significant relationship with Wardah Compact Powder purchase decisions in Counter Buaran Plaza, East Jakarta (3) The effectiveness of television advertising has a positive and significant relationship with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta (4) Brand awareness has a positive and significant relationship with the purchase decision of Wardah Compact Powder in Counter Buaran Plaza, East Jakarta and (5) Instagram social media, word of mouth, effectiveness of television advertising and brand awareness together have a positive and significant relationship with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta. Keywords: Instagram social media, word of mouth, effectiveness of television advertising, brand awareness and purchasing decisions
ABSTRAK Penelitian ini bertujuan untuk mengetahui : (1) Hubungan media sosial instagram dengan keputusan pembelian (2) Hubungan word of mouth dengan keputusan pembelian (3) Hubungan efektivitas iklan televisi dengan keputusan pembelian (4) Hubungan brand awareness dengan keputusan pembelian dan (5) Hubungan media sosial instagram, word of mouth dan efektivitas iklan televisi dan brand awareness dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur. Strategi penelitian ini adalah pendekatan kualitatif menjadi kuantiatif. P?n?litian dilakukan Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur, d?ngan p?ngumpulan data m?nggunakan ku?sion?r yang dianalisis m?nggunakan koefisien korelasi dan pengujian hipotesis. Sampel penelitian ini adalah 100 konsumen di Counter Buaran Plaza, Jakarta Timur. Hasil pembahasan dapat disimpulkan bahwa : (1) Media sosial instagram memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (2) Word of mouth memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (3) Efektivitas iklan televisi memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur (4) Brand awareness memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur dan (5) Media sosial instagram, word of mouth, efektivitas iklan teelvisi dan brand awareness secara bersama-sama memiliki hubungan yang positif dan signifikan dengan keputusan pembelian Compact Powder Wardah di Counter Buaran Plaza, Jakarta Timur. Kata Kunci : Media sosiala instagram, word of mouth, efektivitas iklan televisi, brand awareness dan keputusan pembelian ABSTRACT This study aims to determine: (1) Instagram social media relations with purchasing decisions (2) Relationship of word of mouth with purchasing decisions (3) Relationship between the effectiveness of television advertising and purchasing decisions (4) Brand awareness relationship with purchasing decisions and (5) Relationships Instagram social media, word of mouth and the effectiveness of television advertising and brand awareness with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta. The strategy of this research is the qualitative approach becomes quantiative. The study was carried out by Wardah Compact Powder at the Buaran Plaza Counter, East Jakarta, with a collection of data using resources analyzed using correlation coefficients and hypothesis testing. The sample of this study was 100 consumers at Counter Buaran Plaza, East Jakarta. The results of the discussion can be concluded that: (1) Instagram social media has a positive and significant relationship with the purchase decision of Wardah Compact Powder in Counter Buaran Plaza, East Jakarta (2) Word of mouth has a positive and significant relationship with Wardah Compact Powder purchase decisions in Counter Buaran Plaza, East Jakarta (3) The effectiveness of television advertising has a positive and significant relationship with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta (4) Brand awareness has a positive and significant relationship with the purchase decision of Wardah Compact Powder in Counter Buaran Plaza, East Jakarta and (5) Instagram social media, word of mouth, effectiveness of television advertising and brand awareness together have a positive and significant relationship with the purchase decision of Wardah Compact Powder at Counter Buaran Plaza, East Jakarta. Keywords: Instagram social media, word of mouth, effectiveness of television advertising, brand awareness and purchasing decisions
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