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All Journal Jurnal Studi Komunikasi AKSELERASI: Jurnal Ilmiah Nasional
Prasetyo, Hemi
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences

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Influence of attitude on online impulse buying: perspective on marketing communication Dharta, Firdaus Yuni; Prasetyo, Hemi; Dema, Yosef
Jurnal Studi Komunikasi Vol. 5 No. 3 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v5i3.4138

Abstract

The purpose of this study is to investigate the impact of government policy, marketing communication, and website quality on online impulse purchases. The effect of attitude mediation on government policy relations, marketing communications, and the quality of website and online impulse buying is also analysed in this research. This research is survey research with a sample of respondents as many as 250 active students in West Java. Data analysis in this research is path analysis using PLS-SEM. The findings of this study show that government legislation, marketing messaging, and website quality all have a direct impact on online impulse purchase. The attitude examined in this study is unable to counteract the impact of government legislation and commercial communications on online impulse purchases. However, attitude can mitigate the impact of website quality on online impulse purchases.
Influence of attitude on online impulse buying: perspective on marketing communication Dharta, Firdaus Yuni; Prasetyo, Hemi; Dema, Yosef
Jurnal Studi Komunikasi Vol. 5 No. 3 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to investigate the impact of government policy, marketing communication, and website quality on online impulse purchases. The effect of attitude mediation on government policy relations, marketing communications, and the quality of website and online impulse buying is also analysed in this research. This research is survey research with a sample of respondents as many as 250 active students in West Java. Data analysis in this research is path analysis using PLS-SEM. The findings of this study show that government legislation, marketing messaging, and website quality all have a direct impact on online impulse purchase. The attitude examined in this study is unable to counteract the impact of government legislation and commercial communications on online impulse purchases. However, attitude can mitigate the impact of website quality on online impulse purchases.
STRATEGI KOMUNIKASI PEMASARAN INOVATIF UNTUK MENINGKATKAN KETERLIBATAN MASYARAKAT TERHADAP PUSAT DEMONSTRASI ILMU PENGETAHUAN DAN TEKNOLOGI Prasetyo, Hemi
AKSELERASI: Jurnal Ilmiah Nasional Vol 6 No 1 (2024): AKSELERASI: JURNAL ILMIAH NASIONAL
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jin.v6i1.902

Abstract

Tujuan penelitian ini yaitu untuk mengidentifikasi dan menganalisis strategi komunikasi pemasaran inovatif singga dapat meningkatkan keterlibatan masyarakat di Pusat Demonstrasi Ilmu Pengetahuan dan Teknologi (PPIPTEK). Penelitian ini menggunakan pendekatan kuantitatif. Hasil penelitian menunjukkan bahwa metode baru untuk komunikasi pemasaran, seperti teknologi interaktif, kerjasama dengan stakeholder, dan penggunaan media sosial, dapat meningkatkan keterlibatan masyarakat. Hasil penelitian menunjukkan bahwa 81% pengunjung adalah orang berpendidikan, dengan 55% dari mereka bergelar sarjana dan berkunjung lebih dari sekali. Hasil uji statistik menunjukkan bahwa dari 34 variabel, berhasil direduksi menjadi 8 faktor utama. Faktor-faktor tersebut mencakup promosi, pembelajaran, kegunaan, partisipasi dalam aktivitas, daya tarik fisik (bangunan), daya tarik biaya, daya tarik aktivitas, dan interaksi sosial, yang semuanya merupakan bagian dari segmentasi psikografis. Hasil uji hubungan antar variabel menunjukkan bahwa variabel independen memengaruhi sekitar 48,4% dari variasi frekuensi kedatangan, sementara sekitar 51,6% dipengaruhi oleh variabel lain yang tidak dimasukkan dalam model. Hasil penelitian menunjukkan bahwa metode pemasaran kreatif dapat meningkatkan partisipasi masyarakat dalam PPIPTEK.
Co-Authors Firdaus Yuni Dharta Yosef Dema