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Widowati Herieningsih, Sri
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Hubungan Terpaan Iklan Blibli.com di Televisi dan Rekomendasi Peer Group dengan Minat Beli Produk Melalui Situs Jual Beli Online Blibli.com Pandika, Arya; Widowati Herieningsih, Sri
Interaksi Online Vol 6, No 4: Oktober 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Internet tidak hanya membantu kita dalam kehidupan sehari-hari, namun dunia bisnis turut serta terbantu dengan transaksi online atau biasa disebut dengan e-commerce. Dengan belanja iklan mencapai 12,7 miliar sudah sangat menjelaskan keunggulan Blibli.com kepada konsumen. Namun hal tersebut tidak membuat Blibli.com menjadi e-commerce yang paling diminati di Indonesia. Sebelum calon konsumen memutuskan untuk memulai suatu tindakan, banyak hal yang mempengaruhinya, salah satunya adalah interaksi dengan peer group. Tujuan penelitian ini adalah untuk mengetahui hubungan antara terpaan iklan Blibli.com di televisi dan rekomendasi peer group dengan minat beli produk melalui situs jual beli online Blibli.com. Penelitian ini merupakan penelitian kuantitatif dengan tipe eksplanatori. Peneliti menggunakan teknik non random sampling dengan jumlah sampel sebanyak 100 orang dengan usia 20 - 25 tahun di Semarang yang telah terterpa iklan Blibli.com di televisi.Berdasarkan uji hipotesis yang dilakukan menggunakan analisis korelasi Kendall’s tau_b, menunjukkan bahwa tidak terdapat hubungan antara variabel terpaan iklan Blibli.com di televisi dengan minat beli, tidak ditemukannya hubungan antara variabel tersebut karena nilai signifikansinya lebih besar dari 0.05, yaitu sebesar 0.128. Tidak terdapatnya hubungan antara terpaan iklan Blibli.com di televisi dengan minat beli produk melalui situs jual beli online Blibli.com dapat dijelaskan dengan teori Proses Selektif Media Massa. Teori Proses Selektif Media Massa menjelaskan bahwa sebelum seseorang mempercayai informasi yang diterimanya, terdapat proses seleksi terhadap informasi tersebut berdasarkan kepercayaan atau keyakinan yang dimilikinya. Namun peneliti menemukan bahwa terdapat hubungan yang positif antara variabel rekomendasi peer group dengan minat beli produk melalui situs jual beli online Blibli.com dengan nilai korelasi sebesar 0.31. Yang berarti semakin tinggi rekomendasi yang diterima seseorang dari peer group-nya, maka semakin tinggi minat beli produk melalui situs jual beli online Blibli.com begitu pula sebaliknya. Dengan hasil tersebut, peneliti menyarankan Blibli.com untuk lebih menggunakan peer group sebagai media promosi. Seperti memberikan referral link yang dapat di-share ke peer groupnya untuk mendapatkan promo – promo tertentu.
Pengaruh Terpaan Iklan Bukalapak di Televisi dan Promosi Penjualan terhadap Keputusan Pembelian di Situs Jual Beli online Bukalapak Reynald Sukma Adhy, Muhammad Adrian; Widowati Herieningsih, Sri
Interaksi Online Vol 7, No 4: Oktober 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Advertising on television and sales promotion is a marketing strategy that is currently being chosen by e-commerce companies to attract consumers to transact, one of which is Bukalapak, which in 2018 had the highest television advertising expenditure and often did sales promotions. However, Bukalapak has not managed to reach the top position as an online buying and selling site chosen by the public. The purpose of this study was to determine the effect of exposure to advertising and sales promotions on purchasing decisions on the Bukalapak online buying and selling site. The theory used in this research is advertising exposure theory and behavioral learning theory. The sample technique used is Non-Probability Sampling. The number of samples in this study were 70 respondents with the characteristics of men and women who live in the city of Semarang knowing Bukalapak advertisements and knowing Bukalapak sales promotions. Analysis of the data used in this study is a linear regression test. The results showed that advertising exposure on purchasing decisions had a significant effect, where the significance value, which means that there was an influence of advertising exposure on television on purchasing decisions in Bukalapak and the coefficient of regression toward Bukalapak advertising exposure on television amounted to which showed a positive effect and advertising exposure variables in television has a significant influence on purchasing decisions by 47.6%. Furthermore, sales promotions on purchasing decisions also have a significant influence where the significance value is strong. It means that there is an influence of sales promotion exposure on buying decisions in Bukalapak and the coefficient of regression direction of exposure to Bukalapak sales promotion amounted to which shows a positive influence and the variable of the sales promotion has influence on purchasing decision by 60.7%.
Hubungan Citra Merek dan Intensitas Word of Mouth dengan Keputusan Pembelian Pasco di Citra Land Semarang Try Yuliyanto, Satrio; Widowati Herieningsih, Sri
Interaksi Online Vol 6, No 2: April 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Target yang tidak tercapai dari produk Pasco membuat perusahaan harus memiliki cara untuk memasarkan produknya. Melalui komunikasi word of mouth, produk akan sering dibicarakan dan akan menciptakan citra merek yang berbeda untuk produk itu sendiri yang mampu mempengaruhi konsumen dalam memutuskan pembelian sebuah produk. Penelitian ini bertujuan untuk mengetahui hubungan citra merek dan intensitas word of mouth dengan keputusan pembelian Pasco di Citra Land Semarang, dengan menggunakan teknik non probability sampling dengan jumlah sampel sebanyak 60 orang responden warga kota Semarang dengan ketentuan mengetahui produk minuman Pasco di Citra Land Semarang dan belum pernah membeli sebelumnya. Hasil penelitian ini terdapat hubungan antara citra merek dengan keputusan pembelian dengan menggunakan teori Reasoned Action dibuktikan dengan analisis Kendall’s Tau-b menghasilkan angka signifikansi sebesar 0,000 atau dinyatakan sangat signifikan dan nilai korelasi sebesar 0,454. Penelitian ini juga menemukan bahwa ada hubungan antara intensitas word of mouth dengan keputusan pembelian. Hubungan dua variabel ini menggunakan konsep Mowen dan Minor, dengan analisis korelasi Kendall’s Tau-b menghasilkan angka signifikansi sebesar 0,404 atau signifikan dan koefisien korelasi sebesar 0,001 yang artinya terdapat hubungan antar variabel terserbut.
Hubungan Citra Merek Dan Kompetensi Komunikasi Customer Service Terhadap Loyalitas Konsumen Produk Indihome Amalia Ardi, Fasya; Widowati Herieningsih, Sri
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development in the telecommunication industry in Indonesia is so fast, whether viewed from internet users or telecommunications service providers. The intense competition for consumer loyalty in the telecommunication industry business, especially in Semarang, is also due to the increasing number of telecommunication industry businesses emerging and entering the market area such as MyRepublic service, Biznet, Indihome, Ooredoo GIG, MNC Play Media, Biznet, First Media and Indovision . This study aims to determine the relationship between brand image and customer service communication competence to consumer loyalty Indihome products PT. Telkom Indonesia Witel Semarang. Result of research from correlation test of Kendall Tau b explains that brand image with consumer loyalty product Indihome PT. Telkom Indonesia Witel Semarang produces a value of 0.000 significance and correlation coefficient value of 0.537. This can be interpreted that both variables have a positive relationship and the closeness of the relationship between the two variables are quite strong. Meanwhile, the results of customer service communication competence with consumer loyalty Indihome products PT. Telkom Indonesia Witel Semarang produce significance value 0,003 and correlation coefficient value 0,312. This can be interpreted that there is a significant relationship between the two variables and quite tightly. With these results suggested to the company Indihome PT. Telkom Indonesia Witel Semarang further enhances the communication competencies of customer service, especially on indicators of knowledge that are still perceived as less by consumers.
HUBUNGAN ANTARA TERPAAN IKLAN ROKOK DAN PERSEPSI MASKULINITAS PADA PEROKOK DENGAN PERILAKU MEROKOK REMAJA LAKI- LAKI Imani Bastonus, Azalia; Widowati Herieningsih, Sri
Interaksi Online Vol 6, No 1: Januari 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Perilaku merokok pada remaja semakin meningkat dari tahun ke tahun. Data menunjukkan bahwa usia merokok semakin muda. Begitu masifnya iklan rokok di televisi menjadi salah satu pemicu dalam mempengaruhi perilaku merokok remaja. Standar maskulinitas di Indonesia yang bersifat kontekstual juga menjadi salah satu penyebab tingginya perilaku merokok remaja. Penelitian ini bertujuan untuk mengetahui hubungan antara terpaan iklan rokok dan persepsi maskulinitas dengan perilaku merokok remaja. Teori yang digunakan dalam penelitian ini adalah teori Advertising Exposure dan teori Konsep diri. Populasi penelitian adalah remaja laki- laki dengan kategori umur 12-18 tahun yang terkena terpaan iklan rokok di televisi. Sampel penelitian yang diambil yaitu sebanyak 100 responden dengan menggunakan teknik accidental sampling. Berdasarkan uji hipotesis yang dilakukan menggunakan analisis Kendall Tau-b, menunjukkan hasil bahwa: Pertama, terdapat hubungan antara terpaan iklan rokok dengan perilaku merokok remaja dengan nilai signifikansi sebesar 0,000 dan nilai koefisien korelasi sebesar 0,798. Hal ini menunjukkan keeratan hubungan yang kuat dengan arah hubungan yang positif. Semakin tinggi terpaan iklan, maka semakin tinggi perilaku merokok remaja, begitu pula sebaliknya. Kedua, terdapat hubungan yang positif antara persepsi maskulinitas pada perokok dengan perilaku merokok remaja laki- laki, dengan nilai signifikansi sebesar 0,000 dan koefisien korelasi sebesar 0,824. Keeratan hubungan yang diperoleh kuat dan arah hubungan bersifat positif. Hal ini berarti, semakin positif persepsi maskulinitas pada perokok maka semakin tinggi perilaku merokok remaja laki- laki, begitu pula sebaliknya. Saran yang diberikan yaitu pada pemerintah, agar mengkaji ulang regulasi penayangan iklan rokok di televisi dengan cara membatasi frekuensi penayangan iklan rokok setiap harinya, untuk mengurangi prevalensi merokok di kalangan remaja.
PENGARUH TERPAAN IKLAN KOSMETIK MAYBELLINE DI TELEVISI DAN INTENSITAS KOMUNIKASI WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAYBELLINE Nugrahini Tri Kusumaningrum, Dwi; Widowati Herieningsih, Sri
Interaksi Online Vol 7, No 3: Agustus 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Advertising is one of the sales promotion tools used by companies to market their products to the wider community. Advertisements are made as attractive as possible with the aim to attract the attention of the public to have the decision to buy a product. In addition, word of mouth / mouth to mouth communication is a strong factor to influence consumers in choosing products. The purpose of this study was to determine the effect of exposure to Maybelline cosmetic advertisements on television and the intensity of word of mouth communication on purchasing decisions of Maybelline cosmetic products. The theory used is Advertising Exposure Theory (Batra, Myers, and Aaaker, 2009) and Buyer Information Environment Theory (Liliweri, 1992). The sample technique used is non-probability sampling with a sampling method that is purposive sampling. The number of samples in this study were 100 respondents with special criteria, namely women aged 18-25 years, domiciled in the city of Semarang, had seen Maybelline advertisements on television, and had talked offline / face to face or online about Maybelline cosmetic products. The data analysis used is simple linear regression. The results of the study indicate that the significance value for the variable Maybelline cosmetic ad exposure on television is 0,000, which means very significant. This shows that there is an influence between exposure to Maybelline cosmetic advertisements on television (X1) to the purchase decision of Maybelline (Y) cosmetic products to be exact at 51.8 percent. Furthermore, the variable intensity of word of mouth communication found a significance value of 0,000, which means very significant. Then there is the effect of the intensity of word of mouth communication (X2) on the purchase decision of Maybelline (Y) cosmetic products precisely at 53.2 percent. The conclusion of this study is the variable exposure to Maybelline cosmetic advertisements on television and the intensity of word of mouth communication affect the purchasing decisions of Maybelline cosmetic products. But with these results, it is suggested to Maybelline Indonesia to be able to create a tagline that is easier for consumers to remember, and to hold creative campaigns on interactive social media by including hastag (#) or making interesting quizzes to further improve consumer purchasing decisions.
HUBUNGAN DAYA TARIK SPONSORSHIP DAN CITRA MEREK DENGAN KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARIAYU Shendy Amalia, Agneta; Widowati Herieningsih, Sri
Interaksi Online Vol 7, No 3: Agustus 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Sponsors are one of the marketing strategies currently chosen by companies to market their products to the wider community. The sponsorship program that has the attraction that is expected to attract the attention of the public to have the decision to buy. In addition, brand image is a strong factor to attract consumers in choosing products. The purpose of this study was to study the relationship of Sponsor attractiveness and brand image with the decision to purchase Sariayu cosmetic products. The theory used in this study is cognitive response theory and reasoned action theory. The sample technique used is Non-Probability Sampling, namely Purposive Sampling. The number of samples discussed in this study were 50 respondents with female characters domiciled in Semarang City knowing the Sariayu sponsorship program with the Miss Indonesia event and knowing Sariayu cosmetic products. Analysis of the data used in this study is the Chi-Square trial. The results of the study show that the production attracts sponsors with the purchase decision of Sariayu products having a significant relationship, the significance value and results produced after testing the Chi-Square formula with SPSS which is equal to 0,000. This is in accordance with the cognitive response theory used in this study where this theory states about the relationship of the attraction of sponsors to purchasing decisions. Furthermore, for the result image with the purchase also has a significant relationship where the significance value and results are generated after testing the Chi-Square formula with SPSS which is equal to 0,000. This is in accordance with the theory of reasoned action used in this study where this theory states about the relationship between brand image and the purchase decision of Sariayu cosmetic products.
Strategi Komunikasi Badan Narkotika Nasional Provinsi DKI Jakarta Dalam Upaya Pencegahan Penyalahgunaan Narkoba di Kalangan Remaja Yughni Sabira, Almira; Widowati Herieningsih, Sri
Interaksi Online Vol 7, No 1: Januari 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

DKI Jakarta has been one of the provinces with the highest prevalence of using drugs in 2016. The DKI Jakarta National Narcotics Agency as an institution for the prevention and eradication of drugs at the DKI Jakarta Provincial level has a very important role. A good strategy is needed in handling drug problems by the BNNP DKI Jakarta, one of which is the Communication Strategy, especially efforts to prevent abuse among teenagers. This type of research is descriptive qualitative research using techniques of data reduction analysis, data presentation, and conclusion drawing. The results of this study indicate that the BNNP DKI Jakarta carries out a similar pattern of strategy every year. The strategy is carried out through two programs, namely Information Dissemination dan advocacy. Through this strategy, BNNP DKI Jakarta is trying to improve the resilience or responsiveness of high school teenagers to the prevention of drug abuse as indicated by various activities and active participation in prevention. All of programs supported by several types of media as a medium for Disseminating Information, both about the types of drugs and the dangers of drug abuse. The strategy is carried out through two programs, namely Information Dissemination and Advocacy. The two programs were implemented at the target High School Teenagers in several locations, but there were two regions that were not yet available at the City level BNN, namely West Jakarta and Central Jakarta, so it was of particular concern to the BNNP DKI Jakarta in implementing the Program
Hubungan Terpaan Iklan, Promosi Penjualan dengan Keputusan Pembelian Produk Indihome PT.Telkom Indonesia Cita Mahardini, Natasya; Widowati Herieningsih, Sri
Interaksi Online Vol 6, No 3: Juli 2018
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

In the midst of competition ruling the internet (provider), causing companies such as Telkom Group to step business strategy development to get the target. Through advertising and sales promotion gave rise an attitude to the consumers to decide to buy the product. The purpose of this study is to determine the relationship of advertising exposure and sales promotion with the purchase decision of Indihome products. The study population is a consumer who has been hit by Indihome ads. While, the sample of research taken as many as 60 respondents with age range 19-50 years. Based on the hypothesis test conducted using Chi-Square correlation analysis, it shows the result that: Firstly, The score of signification and correlation that are has after do a test with SPSS formula: Chi-Square, is gotten the score of signification amount 0,000. While the score that shows which the cell of expected count below 5 out of 3 cell (37,5% > 20%) and the lowest expected count is 0,47. Thus, that shows the result can’t be solved. Secondly, the score of signification and correlation that are has after do a test with SPSS formula: Chi-Square, is gotten the score of signification amount 0,000. While the score that shows which the cell of expected count below 5 out of 3 cell (37,5% > 20%) and the lowest expected count is 2,10. Thus, that shows the result can’t be solved.
Hubungan Antara Terpaan Promosi Penjualan dan Tingkat Kepercayaan dengan Minat Beli di Situs Belanja Online Lazada Iva Devi, Marita; Widowati Herieningsih, Sri
Interaksi Online Vol 7, No 2: April 2019
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

The development of technology and information is growing rapidly and it has an impact on business people to develop their company into an online business. The existence of sales promotion and consumer trust factors become the basis for forming consumer purchase intention. The purpose of this study was to determine the relationship between exposure to sales promotions and the level of trust with purchase intention in Lazada's online shopping site. In determining the hypothesis to be used, this study uses behavioral learning theory and planned behavior theory. The study population was women aged 15-34 years in Semarang City who were exposed to Lazada sales promotion exposure and within the last 1 month had not made a transaction at Lazada. Hypothesis test results (H1) obtained a significance value of 0.001 and a correlation coefficient of 0.352. While the results of hypothesis testing (H2) obtained a significance value of 0.000 and a correlation coefficient of 0.442. From the results of these studies, it is recommended to increase consumer purchase intention to combine sales promotions with advertisements.
Co-Authors Amalia Ardi, Fasya Cita Mahardini, Natasya Imani Bastonus, Azalia Iva Devi, Marita Nugrahini Tri Kusumaningrum, Dwi Pandika, Arya Reynald Sukma Adhy, Muhammad Adrian Shendy Amalia, Agneta Try Yuliyanto, Satrio Yughni Sabira, Almira