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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana Jurnal Ilmu Manajemen (JIM) Jurnal Manajemen Bisnis JDM (Jurnal Dinamika Manajemen) Pendidikan Ekonomi Journal of Economics, Business, & Accountancy Ventura Among Makarti BISNIS: Jurnal Bisnis dan Manajemen Islam Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Benefit: Jurnal Manajemen dan Bisnis Jurnal Manajemen & Keuangan Journal of Business and Behavioural Entrepreneurship SYUKUR (Jurnal Inovasi Sosial dan Pengabdian Masyarakat) Journal of Economic, Bussines and Accounting (COSTING) JRMSI - Jurnal Riset Manajemen Sains Indonesia SENTRALISASI DIJB (Diponegoro International Journal of Business) Jurnal Manajemen Pemasaran Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Jurnal Bisnis dan Akuntansi Dedication : Jurnal Pengabdian Masyarakat Business Innovation and Entrepreneurship Journal Jurnal Muara Ilmu Ekonomi dan Bisnis Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal MEBIS (Manajemen dan Bisnis) Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) JPEKA: Jurnal Pendidikan Ekonomi, Manajemen dan Keuangan Jurnal Abdi Insani JBMR: Journal of Business and Management Review Journal of Management - Small and Medium Enterprises (SME's) Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Abimanyu: Journal of Community Engagement Social Science Studies BISMA (Bisnis dan Manajemen) Jurnal Manajemen dan Pemasaran Jasa Nomicpedia: Journal of Economics and Business Innovation J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat) Dedication : Jurnal Pengabdian Masyarakat Mutiara: Multidiciplinary Scientifict Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Dinamis: Jurnal Pengabdian Kepada Masyarakat
Yessy Artanti
Universitas Negeri Surabaya
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Social Sciences Other

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Journal : SENTRALISASI

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The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable Cahyani, Nukita Indah; Artanti, Yessy
SENTRALISASI Vol 9, No 2 (2020): Sentralisasi
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (221.017 KB) | DOI: 10.33506/sl.v9i2.927

Abstract

Tujuan penelitian ini adalah menguji efektivitas e-mail marketing Traveloka dalam meningkatkan niat beli online konsumen. Penentu efektivitas sebuah iklan antara lain informativeness, entertainment dan irritation, yang nantinya akan membentuk sebuah sikap. Sikap konsumen terhadap iklan (attitude toward advertising) menjadi variabel mediasi yang mampu meningkatkan niat beli online. Teknik pengambilan sampel penelitian ini adalah nonprobability sampling dengan metode judgement sampling. Populasi dalam penelitian ini bersifat infinete, dimana jumlah populasi yang akan diteliti tidak diketahui jumlah pastinya. Responden yang digunakan yaitu 110 orang pengguna aplikasi Traveloka yang pernah membaca e-mail marketing Traveloka selama 2 minggu terakhir. Analisis data yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa informativeness dan entertainment berpengaruh positif dan signifikan terhadap niat beli online, sedangkan irritation berpengaruh secara negatif dan signifikan terhadap niat beli online. Begitu pula pengaruhnya pada sikap terhadap iklan (attitude toward advertising), informativeness dan entertainment berpengaruh secara positif dan signifikan terhadap attitude toward advertising sedangkan irritation berpengaruh negatif dan signifikan terhadap attitude toward adevrtising.The purpose of this study is to examine the effectiveness of e-mail marketing in increasing consumer online buying intention. Determinants of the effectiveness of advertisements include information, entertainment and irritation, which in turn will form an attitude. Attitude toward advertising becomes a mediating variable that can increase online buying intentions. This study uses a nonprobability sampling technique with the type of judgment sampling. Respondents used were 110 users of Traveloka applications who have read Traveloka marketing e-mails for the past 2 weeks. Data analysis using path analysis. The results showed that information and entertainment had a positive and significant effect on online buying intention, while irritation had a negative and significant effect on online buying intention. Informativeness and entertainment have a positive and significant effect on attitude toward advertising, while irritation has a negative and significant effect on attitude toward advertising.
The Influence of Informativeness, Entertainment and E-mail Marketing Irritation on Online Buying Intentions with Attitude Toward Advertising as Mediation Variable Nukita Indah Cahyani; Yessy Artanti
SENTRALISASI Vol. 9 No. 2 (2020): Sentralisasi
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v9i2.927

Abstract

Tujuan penelitian ini adalah menguji efektivitas e-mail marketing Traveloka dalam meningkatkan niat beli online konsumen. Penentu efektivitas sebuah iklan antara lain informativeness, entertainment dan irritation, yang nantinya akan membentuk sebuah sikap. Sikap konsumen terhadap iklan (attitude toward advertising) menjadi variabel mediasi yang mampu meningkatkan niat beli online. Teknik pengambilan sampel penelitian ini adalah nonprobability sampling dengan metode judgement sampling. Populasi dalam penelitian ini bersifat infinete, dimana jumlah populasi yang akan diteliti tidak diketahui jumlah pastinya. Responden yang digunakan yaitu 110 orang pengguna aplikasi Traveloka yang pernah membaca e-mail marketing Traveloka selama 2 minggu terakhir. Analisis data yang digunakan adalah analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa informativeness dan entertainment berpengaruh positif dan signifikan terhadap niat beli online, sedangkan irritation berpengaruh secara negatif dan signifikan terhadap niat beli online. Begitu pula pengaruhnya pada sikap terhadap iklan (attitude toward advertising), informativeness dan entertainment berpengaruh secara positif dan signifikan terhadap attitude toward advertising sedangkan irritation berpengaruh negatif dan signifikan terhadap attitude toward adevrtising.The purpose of this study is to examine the effectiveness of e-mail marketing in increasing consumer online buying intention. Determinants of the effectiveness of advertisements include information, entertainment and irritation, which in turn will form an attitude. Attitude toward advertising becomes a mediating variable that can increase online buying intentions. This study uses a nonprobability sampling technique with the type of judgment sampling. Respondents used were 110 users of Traveloka applications who have read Traveloka marketing e-mails for the past 2 weeks. Data analysis using path analysis. The results showed that information and entertainment had a positive and significant effect on online buying intention, while irritation had a negative and significant effect on online buying intention. Informativeness and entertainment have a positive and significant effect on attitude toward advertising, while irritation has a negative and significant effect on attitude toward advertising.
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Kodir Agus Frianto Ahmad Azharuddin Ahsanah, Ulfah Ainun Is Yuni Zafirah Alamsyah, Ali Ananda, Alvania Arianti Feby Andre Dwijanto Witjaksono Anik Kurnia Ningsih Anita Astini Hidayah Aprilia Dwi Arista Arkan, Irsyad Aurensia Putri Azzahra Ayu Kusuma Dewi Ayu Bella, Catresia Martha Bonit Bogonondo Cahyani, Nukita Indah Catresia Martha Bella Choirul, Achmad Citra Setyoningrum Dewie Tri Wijayanti Distya Ratih Permatasari Dwi Putri Septiara Dwi Suryaning Endah Yanie Dwie Sulistyono Dzikrina Azzukhruf Cici Sulaiman Emy Indriaswati Erika Rahma Kusuma Dewi Fadilah Rizki Solikhah Faiz Bahalwan Fanny Rizqi Cahya Putri Febriana Sa'idah Firda Novia Ardana Firdha Afsari Putri Fithrotul Aulia Harlina Meidiaswati Helma Renanda Yuniartika Putri Imroatus Sakinah Kamal, Nuvaily Rizqy Karina Nindya Krisdiana Lestari Ningsih Lestari Ningsih, Lestari Masruroh MASRUROH Maulana Wahyu Sasongko Mokhamad Agus Firmansyah MONIKA TIARAWATI Monika Tiarawati Muhamad Septian Nurafan Muhammad Harda Dimas Firmanza Muhammad Muhammad Muhammad Rizky Ramadhan Muhammad Saif Furqan Abdullah Nadia Asandimitra Haryono Nindi Yulaikah nindi yulaikah Nindria Untarini Novita Eka Indriyani Novita Sari Novyta Putri Mayasari Nukita Indah Cahyani Nurmalasari, Rengganis Nurul Badriyah Nuvaily Rizqy Kamal Pramudita, Dimas Ahsan Prasetiyo, Annisa Alya Safira Putri Pratama, Hadyan Taris Prawesti, Marisa Intan Prayoga, Ilham Candra Regina Priya Agustina Reza Adian Putri Riyanti Sumee Sakianata Maulidina Minarta SANAJI Sanaji Sanaji, Sanaji Sarah Fitria Sarah Sarah, Sarah Fitria Shela Dwi Widhya Sari Sherly Regita Cahyani Siti Mi'Danur Rahmah Siti Nur Alisa Siti Sri Wulandari Sri Hartini Sri Setyo Iriani Sri Setyo Iriani Sutarno Sutarno Taty Untari Titik Winarti Tri Wahyudi Ulil Hartono Wahyuningtias, Linda Wibowo, M Arief Widyastuti WIDYASTUTI Widyastuti Widyastuti Widyastuti Widyastuti Witjaksono , Andre Dwijanto Yusdia Pusparini