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Agus Maolana Hidayat
Universitas Telkom
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PENGARUH KOMUNIKASI PEMASARAN VIA TV COMMERCE DAN IKLAN RADIO TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI OLX Cahyani, Leni; Hidayat, Agus maolana
Aksara Public Vol 2 No 1 (2018): Februari (2018)
Publisher : EDUTECH CONSULTANT

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Abstract

This study aims to determine the role of marketing communications through TV Commerce and radio advertising in influencing the decision to purchase products in OLX. Marketing communications undertaken at OLX are expected for sellers to increase their sales, but for consumers it is rational to benefit from the offer of the product. In this study used 100 samples of consumers who have made purchases of products in OLX located in Bandung. Sampling is random (simple random sampling) through the spreading of questionnaires and interviews. The research variables consist of independent variable that is marketing communication through TV Commerce (X1) and radio advertisement (X2), while the dependent variable is Purchase Decision (Y). Discussion of this research by using descriptive analysis with path (Path Analysis), where the first tested data such as: test the normality, validity and reliability. The results showed that marketing communications in delivering messages and information through TV Commerce and radio advertisements conducted OLX provide positive consumer perceptions for purchasing decisions. But TV commerce has a greater impact than radio advertising. This is because the television media is an ideal medium to advertise mass consumption products and wide range power, and creative visualization is able to get the attraction yntuk buy products from the advertisement. Therefore, the products that exist in OLX will be more known to the public.
Co-Authors Afwa, Intan Lailya Agung, Anak Agung Gde Ahmad, Mokhtarrudin Akbar, Subhan Syariifi Aldi Akbar Alma, Artanti Anak Agung Gde Agung Anita Silvianita Arditia, Al-Fath Duta Arif Kuswanto Arlin Ferlina Moch. Trenggana Arry Widodo Astadi Pangarso Astrio, Alfandi Ati Mustikasari Aulia Nur Indah Permatasari Aura Gista Irgina Putri Avinda, Ika Nur Azati Hanani Imania Azizah, Zaskia Nur Bachruddin Saleh Luturlean Balqis Jabbarin Fidary Budi Rustandi Kartawinata Candra Wijayangka Cut Irna Setiawati Danutama, Ferdiansyah Deandrie Ramadhanti Debyanto, Arsyi Auliaramadhan Deden Witarsyah Dematria Pringgabayu Devie Ryana Suchendra Dewi K. Soedarsono Dewi K. Soedarsono Deza , Saffana Khalisha Dicky Hariyadi Erikson Didit Endriawan Difa Mela Ardelia Donny Trihandono Dynda Nazwa Prameizuari Eka Purwanda Elfarida Waty, Virgine Untari Elsavira Nandya Fadh Hottob, Ahmad Sulthon Faqih Hamami Fatharani, Aurelia Putri Fauzan Aziz Fauzia Rahayu Fauzia Rahayu, Fauzia Gita Indah Hapsari Gugun Sodik Hadi, Muhammad Ismail Hanung Tyas Saksono Harrie Lutfie Heru Nugroho Ida Jalilah Fitria Iksyanti, Dinda Zieza Imanuddin Hasbi Indah Br Simamora Ismawati Kristina Sisilia Leni Cahyani Mahir Pradana Mangsor, Miza Mayori, Cyndi Miranda, Erma Amelia Muhammad Yahya Arwiyah Muhammer Zidane Varenzah Mutiara Dian Azzahra Nadya Novandriani Karina Moeliono Nadya Novandriani Karina Mulyono Nandya, Elsavira Nellyaningsih Novarianty, Terisha Andra Nuslih Jamiat Oktaviani, Prima Kusuma Oscario, Jeremy Pasaribu, Samuel Sahat Maruli Patrick Adolf Telnoni Perdana, Intizar Putra Permatasari, Aulia Nur Indah Pramitha Aulia Pratiwi, Nabila Pratiwi, Oktaria Nurul Purwandari, Icha Sofia Putri Dana Yanti Putri Maharani PUTRI WULANDARI Putu Nina Madiawati Raden Muhamad Raihan Fathurahman Rahmat Hidayat Ratna Gema Maulida Razali, Raja Razana Raja Rennyta Yusiana Retno Setyorini Rini Handayani Rizza Indah Mega Mandasari Robbi Hendriyanto Rohmat Saragih Sampurno Wibowo Samuel Sahat Maruli Pasaribu Sanoyo, Ario Menak Saragih, Kevin Anderson Saragih, Romat Sherly Artadita Siburian, Rafles Sihotang, Yetti Ekklesya Sita Deliyana Firmialy Sita Deliyana Firmiarly Siti Hazar Rezekimuli Sujak, Aznul Fazrin bin Abu Suryana R Achmad Syahrul Daffa, Mohammad Syarifuddin Syarifuddin Taufan Umbara Uruqul Nadhif Dzakiy Utomo, Tasya Yesica Utomo1, Wahyu Aditya Wardani Muhamad Widi Meliyati Wijayanto, Yoga Willy Yulia Nur Hasanah Zahid, Azham