PENGARUH KOMUNIKASI PEMASARAN TERHADAP MINAT PELANGGAN SHOPEE DI KOTA PALEMBANG

Adjie Tama Syahputra, Isna Wijayani

Abstract


This study aims to determine the effect of marketing communication on the interest of Shopee customers in the city of Palembang. The population in this study are all customers who use Shopee's delivery services in Palembang City, where the exact number of customers is unknown. The number of samples taken in this study using the Lemeshow formula, this is because the total population is unknown or infinite. Based on the Lameshow formula, the number of samples was 96 people with the sampling technique used was accidental sampling. The analysis technique uses simple regression with hypothesis testing using t test. The results showed that the t arithmetic value was 4.494 > t table 1.98 and a significance value of 0.000 < = 0.05, which means that there is a significant influence between marketing communication variables and Shopee customer interest.


Full Text:

PDF

References


Ansyari. (2021). Pengaruh Komunikasi Pemasaran Terhadap Minat Konsumen Pada PT. Smart Techtex. Program Studi Ilmu Komunikasi Universitas Muhammadiyah Sumatera Utara.

Fill & Turnbull. (2016). Marketing communications: Discovery, creation and conversations. Pearson Education Limited.

iprice. (2019). Peta E‑Commerce Indonesia. Iprice.Gp.Id. https://iprice.co.id/insights/mapofecommerce/

Kotler & Keller. (2012). Manajemen Pemasaran (Ketiga Bel). Gelora Aksara Pratama.

Lai. (2014). The Effect of Industry Cluser Knowledege Management on Innovation Performance. Journal of Business Research, 67(5), 734–739.

Lestari. (2019). Pengaruh Komunikasi Pemasaran Terhadap Minat Beli Produk Multimedia PT. Balai Pustaka (Persero) Mediasi Sikap Konsumen. Management Marketing, 1.

Mulyadi dan Hasihoan. (2015). Analisis Pengaruh Iklan, Kepercayaan Merek dan Kualitas Produk Terhadap Minat Beli (Studi pada Konsumen Mie Sedap di Pasar Pedurungan Kidul Semarang). Journal of Management, 1(1).

Putri. (2016). Pengaruh Word of Mouth Terhadap Minat Beli dan Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Legipait Coffee Shop Malang). Jurnal Administrasi Bisnis (JAB), 34(1).

Safriani. (2013). Pengaruh Komunikasi Pemasaran Terhadap Minat Konsumen Kasus Evaluasi Penjualan Produk Jasa Ekspedisi CV. Riau Anugrah Family Pekanbaru. Program Studi Administration Business Universitas Riau.

Stanley Lemeshow, David W. Hosmer J, J. K. & S. K. L. (1997). Besar Sampel dalam Penelitian Kesehatan. Gajah Mada University Press.

Sugiyono. (2018). Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D. In Alfabeta. https://doi.org/10.1007/s13398-014-0173-7.2

Sukoco. (2018). Manajemen Administrasi Perkantoran Modern. Erlangga.

Suliswati, S. (2017). Manajemen Komunikasi Pemasaran Terpadu. FEB-UP Press.

Tjiptono. (2018). Manajemen Jasa. Andi Offset.


Refbacks

  • There are currently no refbacks.


View My Stats