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All Journal SALAM: Jurnal Sosial dan Budaya Syar-i Jurnal Berkala Epidemiologi Kanal : Jurnal Ilmu Komunikasi ETTISAL Journal of Communication MediaKom : Jurnal Ilmiah Ilmu Komunikasi EKONOMIS : Journal of Economics and Business JURNAL PENDIDIKAN TAMBUSAI Prologia Koneksi COMMICAST International Journal of Social Science Jurnal Kolaboratif Sains Jurnal Visi Komunikasi Jurnal Amanah Kesehatan Jurnal Pendidikan "EDUKASIA MULTIKULTURA" Ji_Mild (Jurnal Ilmiah Magister Ilmu Administrasi) Jurnal Rekayasa Komputasi Terapan
Heri Budianto
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Journal : COMMICAST

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The effect of persuasive communication on purchase decisions and Customer satisfaction in Sport Fashion products Mar Astika, Nadia; Budianto, Heri
COMMICAST Vol. 6 No. 1 (2025): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v6i1.12670

Abstract

Fashion in Indonesia is currently experiencing a very exciting growth. E-commerce has been increasing Persuasive communication is one of the important strategies in influencing consumer behavior, especially in the process of making purchasing decisions and achieving customer satisfaction. Speaking of the fashion sports industry, intense competition demands the implementation of effective marketing communications to attract consumer attention while building customer loyalty, so as to provide strategic insights for brand managers in improving competitiveness and service quality. The aims to this study analyze the effect of persuasive communication on purchasing decisions for sports fashion products.  Quantitative research using the explanatory survey method. The research was conducted at Sogo Department Store outlets in Grand Indonesia from January to June 2024. The sampling technique used probability sampling and non-probability sampling with the number of samples used as many as 100 respondents. The independent variable in this study is persuasive communication, while the dependent variable is purchasing decisions and customer satisfaction. Univariate and bivariate data analysis. Statistical tests using product moment correlation test and multiple linear regression.  Regression tests show that persuasive communication has a significant effect on purchasing decisions (p-value 0.001; coefficient 0.364) and customer satisfaction (p-value 0.001; coefficient 0.222), so that each increase of one unit of persuasive communication increases purchasing decisions by 0.364 and customer satisfaction by 0.222. There is significance between the influence of persuasive communication and customer satisfaction on purchasing decisions for fashion sport products.
Co-Authors Achmad Fathoni Afdal Makkuraga Putra Agnes Brigitta Virceldi Agustinus F. Paskalino Dadi Ahmad Sihabudin Amir Machmud, Amir Ana Maria Gadi Djou Arief Fahmi Lubis Bambang Sasmita Adi Putra Chandrayani Simanjorang Christina Bagenda Darminto, Iqbal Denny Achsanul Hak Diana Pujiningsih Didik Haryadi Santoso Dolfries Jakop Neununy Edwin Edy Sony Erni Musmiler Fajar Rahmat Aziz Feni Fasta Firzhal Arzhi Jiwantara Hadibah Z. Wadjo Hanuring Ayu Ardhani Putri Haq, Naziful Hellen Gabrellia Santoso Hotlarisda Girsang IRMAN PUTRA Kalijunjung Hasibuan Karolus Charlaes Bego Khasanah, Dian Ratu Ayu Uswatun Kusumastuti, Istyarahma Kansya Kuswarini Laily Hanifah Mar Astika, Nadia Maria Alberta Liza Quintarti Mawardi Miftasari, Gigih Muslimah Nani Kusumawardani Prayudi Rahmatullah Purnama, Retno Indah Dewi Rabella Dimelati Hutabarat Rachmadi, Ridwan Reonaldo Suryanata Riadi Asra Rahmad Rika Syafitri Rospita Adelina Siregar Saputra, Syarief Ade Setiadi, Irawan Soni Fino Bahari Sri Hartati St Arief Setiaji Sumirahayu Sulaiman SUNARTO Susanto, Agung Tomohardjo, Irmulansati Tunjung Laksono Utomo Uyun Andriani Wibowo, Syatria Dwi Agung Widayanti Widyawati, Diah Yeni Santi Yohanes Don Bosco Watu