PURCHASE INTENTION AND PURCHASE DECISION MODEL: MULTI CHANNEL MARKETING AND DISCOUNT ON MEDCOM.ID ONLINE NEWS PORTAL
DOI:
https://doi.org/10.31933/dijdbm.v2i3.826Keywords:
multi-channels marketing, discount / saving value, buying interest, purchasing decisions, online mediaAbstract
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) Multi-channels 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.
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Kotler, P. and G. A. (2012). Prinsip-prinsip Pemasaran (Edisi. 13.). Erlangga.
Mahendrayasa, A. (2014). PENGARUH WORD OF MOUTH TERHADAP MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada Mahasiswa Pengguna Kartu Selular GSM âIM3â Angkatan 2011/2012 dan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 12(1), 82799.
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Novansa, Hafizh, Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences.
Novansa, H., & Ali, H. (1926). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2019). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal, 121(2), 275–288. https://doi.org/10.1108/BFJ-06-2018-0400
Rangaswamy, A. &Van Bruggen, G. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing.
Richardo, Hussin, M., Bin Norman, M. H., & Ali, H. (2020). A student loyalty model: Promotion, products, and registration decision analysis-Case study of griya english fun learning at the tutoring institute in wonosobo central Java. International Journal of Innovation, Creativity and Change.
Rivan Kojongian, Joyce Lapian, H. T. P. (2019). Analisis Pengaruh Word Of Mouth, Iklan Dan Citra Merek Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening Pada Smartphone Xiaomi Manado. Jurnal Riset Bisnis & Manajemen, 7.
Rollo, C. (2004). “Seniors, Teens, and Everyone Tween: Selecting service channels to fit customer demographics.”
Schijns, J. M. C., & Nederland, O. U. (2014). Multi-channel Management?: Getting it Right?! Multi-channel Management?: Getting it Right?! Jos Schijns Kees Groenewoud. June 2006.
Schögel, M. and Sauer, A. (2002). “Multi-Channel Marketing – Die Königsdisziplin im CRM.”
Stojkovi?, D., Lovreta, S., & Bogeti?, Z. (2016). Multichannel strategy - The dominant approach in modern retailing. Economic Annals, 61(209), 105–127. https://doi.org/10.2298/EKA1609105S
Suharno & Yudi Sutarso. (2010). Marketing in Practice. Graha Ilmu.
Sundalangi, M., Mandey, S. L., Jorie, R. J., Produk, K., Produk, K., Iklan, D. T., Potongan, D. A. N., & Terhadap, H. (2014). KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PIZZA HUT MANADO. KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PIZZA HUT MANADO, 2(1), 313–324.
Thanh Nguyen, P., Ali, H., & Agung Hudaya. (2019). MODEL BUYING DECISION AND REPEAT PURCHASE: PRODUCT QUALITY ANALYSIS (Case Study of Bank Permata Syariah Jakarta KPR Financing Customers). Dinasti International Journal of Management Science. https://doi.org/10.31933/dijms.v1i1.29
Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian.
Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality , Price an Service at PT . Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
Ali, H. (2019b). Purchase Decision and Repurchase Models: Product Quality and Process Analysis (Case Study of House Ownership Credit Financing in Permata Sharia Bank Jakarta). Scholars Bulletin. https://doi.org/10.36348/sb.2019.v05i09.006
Ali, H., Evi, N., & Nurmahdi, A. (2018). The Influence of Service Quality , Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Business and Management Studies. https://doi.org/10.21276/sjbms.2018.3.1.12
Ali, H., Narulita, E., & Nurmahdi, A. (2018). Saudi Journal of Business and Management Studies ( SJBMS ) The Influence of Service Quality , Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Business and Management Studies. https://doi.org/10.21276/sjbms.2018.3.1.12
Anggita, R., & Ali, H. (2017). The Influence of Product Quality, Service Quality and Price to Purchase Decision of SGM Bunda Milk (Study on PT. Sarihusada Generasi Mahardika Region Jakarta, South Tangerang District). Scholars Bulletin. https://doi.org/10.21276/sb
Ardiansyah, M. A. (2012). Pengaruh Kualitas Produk Terhadap Minat Pembelian Serta Dampaknya Terhadap Proses Keputusan Pembelian J&C Cookies.
Balter, S. (2015). Multi-Channel Marketing.
Brata, B. H., Husani, S., & Ali, H. (2017). The Importance of Quality Products, Price, Promotion, and Location to Product Purcese Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies. https://doi.org/10.21276/sjbms
Chen, S. (2015). Multichannel Marketing: a Generalized Framework, and the Antecendents and Consequences of Its Implementation. March, 1–124.
Citra Kunia putri dan trisna insan Noor, 2011. (2013a). PENGARUH KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PIZZA HUT DI KOTA MALANG. PENGARUH KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PIZZA HUT DI KOTA MALANG Karina, 53(9), 1689–1699.
Citra Kunia putri dan trisna insan Noor, 2011. (2013b). ??No Title No Title. Analisis Pendapatan Dan Tingkat Kesejahteraan Rumah Tangga Petani, 53(9), 1689–1699.
Dewan Pers. (2017). Mendorong Profesionalisme Pers melalui verifikasi Perusahaan Pers. Jurnal Dewan Pers, 14.
Dewi, I. K., & Kusumawati, A. (2018). Pelanggan Bisnis Online ( Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2013 / 2014 Konsumen Traveloka ). Jurnal Administrasi Bisnis, 56(1), 155–163. administrasibisnis.studentjournal.ub.ac.id%0A163
Easingwood, C. and Storey, C. (1996). “The Value of Multi-Channel Distribution Systems in the Financial Services Sector.” The Services Industries Journal, Vol. 16, N, 223–241.
Endhar Widjaya Putra, 2014. (2014). Pengaruh Diskon Terhadap Minat Beli Serta Dampaknya pada Keputusan Pembelian (Survey pada Konsumen yang Membeli Produk Diskon di Matahari Department Store Pasar Besar Malang). Engaruh Diskon Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survey Pada Konsumen Yang Membeli Produk Diskon Di Matahari Department Store Pasar Besar Malang).
Ghozali, I. (2014). Structural Equation Modeling, Konsep, dan Aplikasi Dengan Program Partial Least Square (Edisi 4). Badan Penerbit Universitas Diponegoro.
Hobmeier, M. (2001). “Professional multichannel management.”
Ikhsani, K., & Ali, D. H. (2017). Keputusan Pembelian: Analisis Kualitas Produk, Harga dan Brand Awareness (Studi Kasus Produk Teh Botol Sosro di Giant Mall Permata Tangerang). In Jurnal SWOT.
Kelly, M. (2004). “One to many, through many.”
Kotler, P. & Keller, K. (2009). Marketing Management, 13th Edition. Prentice Hall.
Kotler, Philip., Keller, K. L. (2013). Manajemen Pemasaran, Jilid Kedua. Erlangga.
Kotler, P. (2000). Marketing Management, 10th International Edition, Prentice Hall, Upper Saddle River, pp. 507-509.
Kotler, P. and G. A. (2012). Prinsip-prinsip Pemasaran (Edisi. 13.). Erlangga.
Mahendrayasa, A. (2014). PENGARUH WORD OF MOUTH TERHADAP MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada Mahasiswa Pengguna Kartu Selular GSM âIM3â Angkatan 2011/2012 dan 2012/2013 Fakultas Ilmu Administrasi Universitas Brawijaya Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 12(1), 82799.
Mappesona, H., Ikhsani, K., & Ali, H. (2020). Customer purchase decision model, supply chain management and customer satisfaction: Product quality and promotion analysis. International Journal of Supply Chain Management.
Montjai, O., Tewal, B., & Lengkong, P. . V. (2014). Motivasi, Sikap, Dan Minat Beli Konsumen Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pt. Hasjrat Abadi Sentral Yamaha Manado.
Noor, J. (2011). Metodologi Penelitian: Skripsi, Tesis, Disertasi, & Karya Ilmiah. Prenada Media Group.
Novansa, Hafizh, Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences.
Novansa, H., & Ali, H. (1926). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Novansa, H., & Ali, H. (2017). Purchase Decision Model: Analysis of Brand Image, Brand Awareness and Price (Case Study SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences. https://doi.org/10.21276/sjhss
Pucci, T., Casprini, E., Nosi, C., & Zanni, L. (2019). Does social media usage affect online purchasing intention for wine? The moderating role of subjective and objective knowledge. British Food Journal, 121(2), 275–288. https://doi.org/10.1108/BFJ-06-2018-0400
Rangaswamy, A. &Van Bruggen, G. (2005). Opportunities and challenges in multichannel marketing: An introduction to the special issue. Journal of Interactive Marketing.
Richardo, Hussin, M., Bin Norman, M. H., & Ali, H. (2020). A student loyalty model: Promotion, products, and registration decision analysis-Case study of griya english fun learning at the tutoring institute in wonosobo central Java. International Journal of Innovation, Creativity and Change.
Rivan Kojongian, Joyce Lapian, H. T. P. (2019). Analisis Pengaruh Word Of Mouth, Iklan Dan Citra Merek Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening Pada Smartphone Xiaomi Manado. Jurnal Riset Bisnis & Manajemen, 7.
Rollo, C. (2004). “Seniors, Teens, and Everyone Tween: Selecting service channels to fit customer demographics.”
Schijns, J. M. C., & Nederland, O. U. (2014). Multi-channel Management?: Getting it Right?! Multi-channel Management?: Getting it Right?! Jos Schijns Kees Groenewoud. June 2006.
Schögel, M. and Sauer, A. (2002). “Multi-Channel Marketing – Die Königsdisziplin im CRM.”
Stojkovi?, D., Lovreta, S., & Bogeti?, Z. (2016). Multichannel strategy - The dominant approach in modern retailing. Economic Annals, 61(209), 105–127. https://doi.org/10.2298/EKA1609105S
Suharno & Yudi Sutarso. (2010). Marketing in Practice. Graha Ilmu.
Sundalangi, M., Mandey, S. L., Jorie, R. J., Produk, K., Produk, K., Iklan, D. T., Potongan, D. A. N., & Terhadap, H. (2014). KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PIZZA HUT MANADO. KUALITAS PRODUK, DAYA TARIK IKLAN, DAN POTONGAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PIZZA HUT MANADO, 2(1), 313–324.
Thanh Nguyen, P., Ali, H., & Agung Hudaya. (2019). MODEL BUYING DECISION AND REPEAT PURCHASE: PRODUCT QUALITY ANALYSIS (Case Study of Bank Permata Syariah Jakarta KPR Financing Customers). Dinasti International Journal of Management Science. https://doi.org/10.31933/dijms.v1i1.29
Tjiptono, F. (2014). Pemasaran Jasa – Prinsip, Penerapan, dan Penelitian.
Yunita, D., & Ali, H. (2017). Model of Purchasing Decision ( Renting ) of Generator Set?: Analysis of Product Quality , Price an Service at PT . Hartekprima Listrindo. Economics, Business and Management. https://doi.org/10.21276/sjebm.2017.4.11.12
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