PURCHASE INTENTION AND PURCHASE DECISION MODEL: MULTI CHANNEL MARKETING AND DISCOUNT ON MEDCOM.ID ONLINE NEWS PORTAL

This study aims to determine the effect of multi-channel marketing and discount / saving value on purchasing decisions through clients' buying interest in advertising services provided by Medcom.id. The numbers of respondents involved in this study were 85 respondents. All respondents are clients (agencies or companies) who have advertised on Medcom.id. The data in this study were analyzed quantitatively using the Partial Least Square technique with the help of the Smartpls program. The research results are: (1) Multichannels marketing has a positive effect on the purchase interest of prospective clients, the better the multi-channel marketing conducted by Medcom.id, the higher the buying interest of prospective clients to advertise on Medcom.id; (2) Discount has a positive and significant effect on consumer buying interest, the more attractive the discount Medcom.id offers, the higher the buying interest of potential clients to advertise on Medcom.id; (3) Multi-channels marketing has a positive effect on client purchasing decisions, the better the multi-channel marketing conducted by Medcom.id, the higher the purchasing decisions of prospective clients to advertise on Medcom.id; (4) Discount has a positive and significant effect on consumer purchasing decisions, the more attractive the discount offered by Medcom.id, the higher the purchasing decisions of prospective clients to advertise on Medcom.id; (5) Purchasing interest affects consumer purchasing decisions, prospective clients with high buying interest tend to have high purchasing decisions for advertising services offered by Medcom.id; (6) Purchasing interest can mediate the effect of multi-channels marketing on purchasing decisions, the better multi-channels marketing will increase client's buying interest which in turn will improve purchasing decisions; (7) Purchase interest can mediate the effect of discount on purchasing decisions, giving discounts that attract prospective clients will increase prospective clients' buying interest which in turn will increase client purchasing decisions. Keyword: multi-channels marketing, discount / saving value, buying interest, purchasing decisions, online media Volume 2, Issue 3, April 2021 E-ISSN : 2715-4203, P-ISSN : 2715-419X Available Online: https://dinastipub.org/DIJDBM Page 46


INTRODUCTION
The increased advertising expenditure (advertising expenditure) that is broadcast on online media has become a magnet for capital owners to invest in the online media business. This is marked by the birth of thousands of online media sites spread on the internet. Based on data reported by (Dewan Pers, 2017), at least 47,300 online media currently exist in Indonesia. Competition between online media is so tight in getting advertisers is a tough challenge for media companies because companies must be able to determine an effective advertising strategy in order to get a large income from ad sales. One of the online media that has experienced the intense competition in the online media industry in Indonesia is Medcom.id.
In total revenue in 2019, there is a gap between Medcom.id's target and realization of company revenue. Medcom.id only succeeded in achieving 74% of the company's target. In an effort to achieve the company's target, Medcom.id has made various efforts to attract advertisers to buy advertisements on Medcom.id.
From the results of the pre-survey that the researchers conducted before, the researchers found that there are two main factors that increase the interest in buying advertiser advertisements at Medcom.id, namely multi-channel marketing & discounts or what is also called the saving value provided by Medcom.id. According to Kotler in (Stojković et al., 2016) explaining multi-channel marketing is a situation where a company uses two or more channels to reach one or more market segments. (Suharno & Yudi Sutarso, 2010) defines that a discount is a direct reduction in the price of purchases for a certain period.

EMPIRICAL STUDY
Based on several recent studies, it is stated that there is a research gap that needs to be considered related to purchase interest and purchasing decisions, as stated by (Mahendrayasa, 2014) which states that there is a significant and positive relationship between purchase intention and purchase decision. However, different things are expressed by (Montjai, O., Tewal, B., & Lengkong, 2014) in his research that buying interest does not have a partial effect on purchasing decisions.
Research gaps were also found related to the effect of discounts on purchasing decisions. According to (Endhar Widjaya Putra, 2014) saying that discounts have no significant effect on purchasing decisions, while on the other hand, as stated by (Dewi & Kusumawati, 2018) states that discounts or price discounts have a significant positive effect on purchasing decisions.

Formulation of The Problem
Based on the background described above, the problems that will be discussed are formulated to focus more on literature review, the results and discussion are as follows:

Purchase Decision
The purchase decision according to (Kotler, Philip., Keller, 2013) is a consumer's decision to buy after evaluating several factors such as brand, location of purchase, amount to be purchased, time of purchase, and methods of payment that can be made. Research on purchasing decisions has been widely studied in books and previous research such as books and research developed by (Richardo et al., 2020), (Ali, Evi, et al., 2018), (Ikhsani & Ali, 2017), (Ali, Evi, et al., 2018), (Mappesona et al., 2020), , (Thanh Nguyen et al., 2019), dll.

Discount / Saving Value
Kotler in (Tjiptono, 2014) explains that a discount is a basic price adjustment to reward customers for certain reactions, such as earlier payment times, the level and number of purchases and purchases in certain seasons. Research on discount / saving value has also been widely studied in previous studies such as research conducted by (Sundalangi et al., 2014), (Citra Kunia putri dan trisna insan Noor, 2013b), (Dewi & Kusumawati, 2018), (Suharno & Yudi Sutarso, 2010).

Conceptual Framework
Based on the relationship between variables in the previous research review, the researcher made it the basis for building a conceptual framework, as shown in the following figure.

Population And Sample
The population in this study, were institutions, companies and advertising agency companies advertising on online media Medcom.id for the period 2019-2020, amounting to 293 clients. The sampling technique in this study used purposive sampling, determining the sample with certain considerations. Determination of the sample size of respondents using the Slovin formula. Based on calculations using the Slovin formula, the sample size (n) in this study was 74.55 people or rounded to 75 Medcom.id clients for the period 2019-2020 which will be used as the sample size of the study.

Measurement and Data Collection
Variable measurement is a measuring tool used to quantify the information provided by consumers if they are required to answer questions that have been formulated in a questionnaire (Noor, 2011). The measurement scale that researchers used in this study was the Likert scale. Data collection in this study was carried out through primary data collection using a questionnaire or questionnaire.

Data Analysis Method
The data analysis method in this study uses component or variance based Structural Equation Modeling (SEM) where the data processing uses the Smart-Partial Least Square (Smart-PLS) version 3.0 program. PLS (Partial Least Square) is a model of variance based SEM. PLS is intended for causal-perdictive analysis in situations of high complexity and low theory support (Ghozali, 2014). According to (Ghozali, 2014) the test steps carried out are as follows: evaluation of measurement (outer models) and testing of structural models or testing of hypotheses (inner model).

RESULTS AND DISCUSSION Result
In this study, the direct effect significance test was used to test the effect of exogenous variables on endogenous variables. The hypothesis used in this test is as follows: Ho: exogenous variables do not have a positive effect on endogenous variables Ha: exogenous variables have a positive effect on endogenous variables.
Because the research hypothesis is a one-way hypothesis, Ho is rejected and it is concluded that exogenous variables have a significant effect on endogenous variables if the P value <0.05 and t count> 1.65, whereas if the p value> 0.05 and t count <1 , 65 then Ho is not rejected and it is concluded that exogenous variables have no effect on endogenous variables. The full significance test results of this direct effect can be seen in the following table: In this study also looked at the indirect influence, purchase interest as a variable that mediates the effect of discount and multi-channel marketing on purchasing decisions. To test the role of purchase interest in mediating the effect of discount and multi-channel marketing on purchasing decisions, an indirect effect test is performed with the following hypothesis testing: Ho: Purchasing interest cannot mediate the effect of discount or multi-channel marketing on purchasing decisions Ha: Purchasing interest can mediate the effect of discount or multi-channel marketing on purchasing decisions With a significance level of 5%, Ho is rejected if the p value is <0.05 and Ho is not rejected if the p value is> 0.05. The full significance test results of this indirect effect can be seen in the following table:

1) The effect of multi-channel marketing on purchase interest
In this study, it is stated that multi-channel marketing has a positive effect on purchase interest. The results of the analysis in this study indicate that on the path of the effect of multi-channels marketing on purchase interest (PMC -> MB), the p value obtained is 0.000 with a T statistic of 4.693 and the path coefficient is positive at 0.337. Because the path p-value <0.05, T statistic> 1.65 and the path coefficient is positive, it can be concluded that multi-channels marketing has a positive and significant effect on purchase interest, this indicates that the better multi-channels marketing is, the higher interest in purchasing prospective clients who will use advertising services at Medcom.id.
The results of this study are in line with the results expressed in research (Pucci et al., 2019) which states that the use of various online media (multi channels) shows an important role in the purchasing process, and the effective use of media will be able to help increase sales.
2) The effect of discount on purchase interest In this study states that, the discount has a positive effect on purchase interest. The results of the analysis in this study show that on the path that shows the effect of discount / saving value on purchase intention (DI -> MB), the p value obtained is 0.000 with a T statistic of 7.349 and the path coefficient is positive at 0.512. Because the path p value <0.05, T statistic> 1.65 and the path coefficient is positive, it can be concluded that discount has a positive and significant effect on purchase interest.
With this, it can be stated that the better the discount offered to prospective clients, the higher the purchase interest of prospective clients who will advertise on Medcom.id. The results of this study are in line with the results of research (Sundalangi et al., 2014) which states that price discounts have an effect on consumer buying interest. The same thing was conveyed by (Citra Kunia putri dan trisna insan Noor, 2013a) discount has a positive and significant effect on consumer buying interest. The higher the discount, the higher purchase interest of clients.
3) The effect of multi-channel marketing on purchasing decisions In this study, it was found that multi-channel marketing has a positive effect on purchasing decisions. The results of the analysis in this study show that on the path that shows the effect of multi-channel marketing on purchasing decisions (PMC -> KEP), the p value obtained is 0.000 with a T statistic of 4.342 and the path coefficient is positive at 0.311. Because the path p-value <0.05, T statistic> 1.65 and the path coefficient is positive, it can be concluded that multi-channel marketing has a positive and significant effect on purchasing decisions. In other words, the better the multi-channel marketing, the higher the purchasing decisions of prospective clients.
The results of this study are in line with the results of research (Pucci et al., 2019) which states that the use of various online media (social media) shows an important role in the buying process, as well as the effective use of media will be able to help increase sales. In other words, the use of various social media positively affects consumer purchasing decisions which ultimately results in increased sales.

4) The effect of discount on purchasing decisions
In this study states that, the discount has a positive effect on purchasing decisions. The results of the analysis in this study indicate that on the path that shows the effect of discount on purchasing decisions (DI -> KEP), the p value obtained is 0.044 with a T statistic of 2.023 and the path coefficient is positive at 0.185 because the path p value is <0 , 05, T statistic> 1.65 and the path coefficient is positive, it can be concluded that the discount has a positive and significant effect on purchasing decisions, this indicates that the better the discount, the higher the purchasing decisions of prospective clients. The results of this study are in line with the results of research (Dewi & Kusumawati, 2018), (Novansa, Hafizh, Ali, 2017) and (Richardo et al., 2020) which state that the discount variable has a significant effect on purchasing decisions. The more discount prices offered will increase the purchasing power of consumers.

5) The influence of purchase intention on purchasing decisions
In this study states that purchase interest has a positive effect on purchasing decisions. The results of the analysis in this study show that on the path that shows the effect of buying interest on purchasing decisions (MB-> KEP), the p value obtained is 0.000 with a T statistic of 4.793 and the path coefficient is positive at 0.490. Because the path p-value <0.05, T statistic> 1.65 and the path coefficient is positive, it can be concluded that purchase interest value has a positive and significant effect on purchasing decisions, this indicates that the better the purchase intention, the higher the purchase decision. The results of this study are in line with research (Ali, 2019b) which states that the purchase interest variable has a significant effect on purchasing decisions.
6) The role of purchasing interest in mediating the effect of multi-channel marketing on purchasing decisions In this study states that purchase interest can mediate the effect of multi-channel marketing on purchasing decisions. The results of the analysis in this study indicate that the p value of the indirect effect of multi-channel marketing on purchasing decisions mediated by buying interest is 0.001, because the p value of the indirect effect is <0.05 and it is concluded that buying interest can mediate the effect of multi-marketing. channels against purchase decisions.
The mediation factor of purchasing interest on the effect of multi-channel marketing on purchasing decisions is partial mediation, this is because without purchasing interest, good multi-channel marketing can directly improve the purchasing decisions of prospective clients.

7) The role of purchase interest in mediating the effect of discount on purchasing decisions
In this research states that purchase interest can mediate the effect of discount on purchasing decisions. The results of the analysis in this study indicate that the p value of the indirect effect of doscount on purchasing decisions mediated by buying interest is 0.001, because the p value of the indirect effect is <0.05, Ho is rejected and it is concluded that purchase interest can mediate the effect of discount on purchasing decisions.
The mediation factor of purchasing interest on the effect of discount on purchasing decisions is partial mediation, this is because without buying interest, good and attractive discounting will directly increase the purchasing decisions of prospective clients.

CONCLUSIONS AND SUGGESTIONS Conclusion
Based on the formulation of the article, the results and discussion that are reviewed and discussed in this article, it can be concluded that: 1) Multi-channel marketing has a positive effect on consumer purchasing interest, the better the multi-channel marketing conducted by Medcom.id, the higher the purchasing interest of prospective clients to advertise on Medcom.id 2) Discount has a positive and significant effect on consumer purchase interest, the more attractive the discount Medcom.id offers, the higher the purchase interest of prospective clients to advertise on Medcom.id 3) Multi-channel marketing has a positive effect on consumer purchasing decisions, the better the multi-channel marketing conducted by Medcom.id, the higher the purchasing decisions of prospective clients to advertise on Medcom.id 4) Discounts have a positive and significant effect on consumer purchasing decisions, the more attractive the discounts Medcom.id offers, the higher the purchasing decisions of prospective clients to advertise on Medcom.id 5) Purchase interest affects consumer purchase decisions, prospective clients with high buying interest tend to have high purchasing decisions for the advertising services offered by Medcom.id. 6) Purchase interest can mediate the effect of multi-channel marketing on purchasing decisions, good multi-channel marketing will increase the buying interest of potential clients to use advertising services at Medcom.id which will further increase consumer purchasing decisions on advertising services offered by Medcom.id. 7) Purchase interest can mediate the effect of discount on purchasing decisions, giving discounts that attract prospective clients will increase potential clients' buying interest to use advertising services at Medcom.id which will further increase consumer purchasing decisions on advertising services offered by Medcom.id.

Suggestion
Suggestions that can be conveyed from the results of this study are as follows: For Medcom.id a. The results of the analysis in this study indicate that multi-channel marketing and discounting turn out to be very influential factors on the purchase interest and purchase decisions of prospective clients who will use advertising services at Medcom.id, this means that buying interest and purchasing decisions of prospective clients are high, then Medcom.id should be able to provide the best service so that multi-channel marketing through Medcom.id is really beneficial for clients and the discount given can attract prospective clients. b. In this study, it was found that the discount indicator, which was given at a certain time, got a relatively lower point than other indicators on the discount variable, although it is still quite good, the researchers can suggest that in the future Medcom.id can maximize the marketing discount agenda on calendar events / or discount days.