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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) Moneter : Jurnal Akuntansi dan Keuangan JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Journal of Economic, Bussines and Accounting (COSTING) Dinamisia: Jurnal Pengabdian Kepada Masyarakat Scientific Journal of Reflection : Economic, Accounting, Management and Business SENTRALISASI Owner : Riset dan Jurnal Akuntansi Jurnal Edueco Majalah Ilmiah Warta Dharmawangsa Management Studies and Entrepreneurship Journal (MSEJ) JIBM Jurnal Manajemen Bisnis Eka Prasetya Community Development Journal: Jurnal Pengabdian Masyarakat Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Bussines (JOMB) Akrab Juara : Jurnal Ilmu-ilmu Sosial JaManKu : Jurnal Manajemen dan Kewirausahaan JURNAL MITRA PRIMA Jurnal Pengabdian Masyarakat (ABDIRA) Journal of Economics and Business Letters Jurnal Ipteks Terapan : research of applied science and education Wahana Jurnal KALANDRA Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Pengabdian Kepada Masyarakat Teknologi Informasi dan Komunikasi
Purba, Mas Intan
Universitas Prima Indonesia
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Journal : JIBM

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THE IMPACT OF ATTRACTIVENESS OF ADS AND CUSTOMER COMMENTS AGAINST TO PURCHASE DECISION OF CUSTOMER PRODUCTS ON THE USER OF ONLINE SHOP APPLICATIONS IN THE CITY OF MEDAN Anggoro, Muhammad Agung; Purba, Mas Intan
Jurnal Ilmiah Bina Manajemen Vol 3 No 1 (2020): Jurnal Ilmiah Bina Manajemen
Publisher : Direktorat Riset dan Pengabdian Kepada Masyarakat Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (440.089 KB) | DOI: 10.33557/jibm.v3i1.823

Abstract

The increasingly fierce competition of online shop products spurred online shop application providers to undertake business development strategy steps by strengthening digital business services and various service innovations to meet customer needs. This can be seen from the public interest in shopping at online stores because prices are more competitive, there is no need to bother coming directly to the store, and the goods purchased will be delivered to the buyers’ place. The population in this study that used mobile shop online application services was 105,551 respondents with the formula Slovin obtained a sample size of 100 respondents. The research data analysis method is quantitative descriptive statistical analysis and multiple regression analysis. The result of this research is that the attractiveness of advertisements and customer comments together have a positive and significant effect in increasing customer product purchasing decisions for users of online shop applications in Medan, while partially the attractiveness of advertising (X1) only has a positive and significant effect, but the variables customer comments (X2) have no positive effect in improving customer product purchasing decisions on users of online shop applications in the city of Medan. Persaingan produk online shop yang semakin ketat memacu perusahaan penyedia aplikasi online shop untuk melakukan langkah strategi pengembangan usaha dengan perkuatan layanan bisnis digital serta beragam inovasi layanan untuk memenuhi kebutuhan pelanggan. Hal tersebut terlihat dari ketertarikan masyarakat berbelanja di toko online dikarenakan harga yang lebih kompetitif, tidak perlu ribet datang langsung ke toko, dan barang yang dibeli akan diantar ke tempat pembeli. Populasi dalam penelitian ini yang menggunakan layanan mobile aplikasi online shop sebanyak 105.551 responden dengan rumus slovin diperoleh jumlah sampel sebanyak 100 responden. Metode analisis data penelitian adalah analisis statistik deskriptif kuantitatif dan analisis regresi berganda. Hasil penelitian diperoleh daya tarik iklan dan komentar pelanggan secara bersama-sama berpengaruh positif dan signifikan dalam meningkatkan keputusan pembelian produk pelanggan pada pengguna aplikasi online shop di Kota Medan, sedangkan secara parsial variabel daya tarik iklan (X1) saja yang berpengaruh positif dan signifikan tetapi variabel komentar pelanggan (X2) tidak berpengaruh positif dalam meningkatkan keputusan pembelian produk pelanggan pada pengguna aplikasi online shop di Kota Medan.
Co-Authors Abdullah Sani Sitorus Aditya Angga Ananda Latersia Sembiring Andrew Harlie Angel Angliana Uli Limbong Angel Lica Angelieca Angelieca Anggoro, Muhammad Agung Ani Murwani Muhar Anita Rinanda Apus Hendri Giawa Azriel Kehaganta Tarigan Beby Astri Tarigan Bryan Maradika Sembiring Cahaya Romian Lubis Christania Sutanto Cindy Tantowi Clorinda Vanessia Cynthia Cynthia Desta Kristina Naibaho Devilisa Rianti Parapat Dhita Adriani Rangkuti Dicky Sinaga Doloksaribu, Winda Sri Astuti Doly Hasiholan Sitompul Eko Mardianto Silaban Ester Juwita Fransiska Sipayung Esther Praja Anggriany Panggabean Evta Indra Felin Felin Ferdy Shiega Filbert Filbert Fitrija Yolina Br Keliat Fitriyani Pasarib Fredy Sanjaya Ginting, Kristi Endah Ndilosa Ginting, Kristi Endah Ndilosa Henny Novianty Herbert Ernando Herlina Novita Hong Neiteily Windy Milyan Ike Rukmana Sari Iren Maruba Sitanggang Irna S.V Manalu Ispeando Malau Ivana Ivana Jamaluddin Jamaluddin Jeffry Putra Jenny Yanto Jessica Alexandra S Jesslyn Jesslyn Jodan Winston Jordan Adam Simanjuntak Juli Juli Juliana Lorent Keumala Hayati Kristianto Bidaya Lenny Rumahorbo Lidya Natalia Pasaribu Lilis Risna Waruwu Liusandra Crystalia Maisara Batubara Marvina Marvina Melkyory Andronicus Michelle Michelle Mila Yulia Herosian Monika E. Siregar Muhammad Agung Anggoro Muhammad Agung Anggoro Muhammad Alfaridzi Batu Bara Munawarah Naibaho, Kathree Moliyana Nina Purnasari Nopita Sari Nur Aliah Nur Aliah Nur Aliah Nurul Wardani Lubis Panggabean, Esther Praja Anggriany Peni Wati Pertiwi Sri Walet Princeslia Desyca Putri Deliana Qanladystio Danantho Rajaguguk, Ronald Hasudungan Richard Richard Rika Malia Rinahati Laia Rindiyami Rindiyami Riski Epreden Ginting Rizki Alicia Ronald Hasudungan Rajaguguk Ronald Hasudungan Rajagukguk Ronald Hasudungan Rajagukguk Roulina, Rotua Ryan Mauliza T Safrida Safrida Selin Govinna Sherry W Sherry W Sianturi, Yolanda Ernawati Simanjuntak, Demak Claudia Yosephine Simla Resa Raman Sinaga, Meiliana Situmorang, Lenni Lestari Stasia Stasia Stefanny Stefanny Stephanie Stephanie stephanie stephanie Stevany Anggryeani T.F Bastian Sitorus Teddy Tjendera Tedi Sumarna Bangun Venny Gunawan Vonny Rizal Wahyuni Nainggolan Walet, Pertiwi Sri Wenny Anggeresia Ginting William William Willy Thomas Winda Novalina Br Simbolon Winny Fortuna Wirda Lilia Wistira Maulana Yeni Rafita Sihombing Yolanda Ernawati Sianturi Yoshi Yovita