%A NIM 09730063 Husni Bramantyo
%O Drs. Siantari Rihartono, M.Si.
%T PENGARUH ADVERTISING VALUE PADA E-COMMERCE
MELALUI APLIKASI MOBILE TERHADAP KEPUTUSAN MEMBELI
(Analisis Regresi Linier Sederhana pada Pengguna Aplikasi Sale Stock Toko Baju Online)
%X As one of the recent technological innovation, mobile applications on smartphone have many benefits. Not only it can improve many aspects of its users’ daily life, corporations can also use mobile applications as a means to communicate to the consumer as well as to promote their products. PT Salestock Indonesia shows that benefit well through their mobile application, Sale Stock Toko Baju Online.
The aim of this study is to know how much the online communication marketing strategy using mobile application influence the buying decision of its users. This study used simple linear regression analysis method to measure the influence and correlation between mobile application and buying decision.
This study used Advertising Value theory to measure mobile application variable and Hierarchy of Effect theory to measure buying decision. The result of the questionnaire shows that online communication marketing strategy influences buying decision quite significantly, with its influence amounts as 51,9% and its regression coefficient as 1,276.
Keywords: marketing communication, mobile application, Sale Stock, Advertising Value, buying decision, Hierarchy of Effect
%K marketing communication, mobile application, Sale Stock, Advertising Value, buying decision, Hierarchy of Effect
%D 2017
%I UIN Sunan Kalijaga
%L digilib28498