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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah)
Putra, Nyoman Nugraha Ardana
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Pengaruh Media Iklan Terhadap Keputusan Membeli Air Minum dalam Kemasan Merk Lam-Lam pada Masyarakat Kota Bima Nurjoko, Hadi; Putra, Nyoman Nugraha Ardana; Pribadi, Benny Agus
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 7 No 2 (2024): Artikel Periode Research Juli 2024
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v7i2.1590

Abstract

The aim of this research is to analyze the influence of online and offline advertising media on decision making to purchase Lam-Lam brand bottled drinking water among the people of Bima City. The research population was all buyers of Lam-Lama mineral drinking water in Bima City, and 53 consumers were used as research samples. The research instrument was a questionnaire using a Likert scale, and the data was analyzed using multiple linear regression analysis techniques. The research results show that the use of online advertising media has a positive and significant influence on the decision of buyers of the Lam-Lam brand of mineral water in Bima City. The use of offline advertising media has a positive and significant effect on the decision of buyers of the Lam-Lam brand of mineral water. The use of online and offline advertising media has a simultaneous and significant influence on the decisions of buyers of Lam-Lam mineral water. The implication of this research is that companies can continuously carry out marketing activities online and offline in a balanced manner so that the product image is increasingly trusted by consumers.
Co-Authors Benny Agus Pribadi Nurjoko, Hadi