The Appeal Of Advertising And Word Of Mouth To Online Shopping Interests On Shopee Application

raihana daulay, Siti Mujiatun

Abstract


Advertising is the determinant of the success of an online sale. The goodness of the image becomes an attraction that generates consumer interest in a product. Similarly, word of mouth as an amplifier of advertising that has attracted customers to immediately make a purchase. Problems in online purchases are often occurring, products that do not match the received, so there are comments that raise doubts consumers to buy. This study aims to find out the Effect of Advertising And Word Of Mouth On Online Shopping Interests Through Shopee Application. The population in this study is anyone who has shopped using shopee app in the last 1 year. Data analysis techniques use multiple linear regressions, tests, classic assumptions, t-tests, F-tests and determination coefficients. The results showed that advertising has a positive and significant effect on shopping interests on shopee apps, Word of mouth partially has a positive and significant influence on shopping interests. Ads and word of mouth simultaneously have a positive and significant effect on shopping interests using the shopee app

Keywords


Advertising, Online shopping, Word of mouth.

Full Text:

PDF

References


Andriany, D., & Arda, M. (2020). Effect Of Halal Tourism On Interest For Visit Of Tourists In Medan City. International Seminar of Islamic Studies, 1(1), 560–567. http://jurnal.umsu.ac.id/index.php/insis/article/view/4182/pdf_74

Cuevas, Á., Cabañas, J. G., Arrate, A., & Cuevas, R. (2017). Does Facebook Use Sensitive Data for Advertising Purposes ? 1.

Daulay, R. (2014). Pengaruh kualitas pelayanan dan bagi hasil terhadap keputusan menabung nasabah pada bank mandiri syariah di kota medan. Jurnal Riset Akuntansi Dan Bisnis, 12.

Daulay, R., & dan Manaf, A. (2015). Strategi Dan Workshop Kewirausahaan (1st ed.). umsu press.

Daulay, R., & Rany, M. Al. (2018). Analysis of Service Quality Factors on Customer Satisfaction on Taxi Online in Medan City. 678–683. https://doi.org/10.31227/osf.io/k89u4

Daulay, R., & Saputra, R. (2020). Analysis Of Customer Relationship Management And Marketing Strategies Against Competitive Advantage On The Company’s Distributor In Medan City. https://doi.org/10.4108/eai.8-10-2018.2288694

Ekawati, M. (2014). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PENGETAHUAN KONSUMENSERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada Followers Account Twitter @WRPdiet). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 14(2), 84373.

Indrianto, F. (2015). Strategi Pemasaran Berbasis Kekhawatiran. Jalasutra.

Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empiris Peningkatan Kepuasan Dan Niat Beli Konsumen Dalam Pemilihan Online Shop Instagram. Mix Jurnal Ilmiah Manajemen, 10(2), 249. https://doi.org/10.22441/mix.2020.v10i2.008

Kim, H., & Hanssens, D. M. (2017). Advertising and Word-of-Mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products. Journal of Interactive Marketing, 37, 57–74. https://doi.org/10.1016/j.intmar.2016.08.001

Kotler, P., & Keller, L. K. (2012). Manajemen Pemasaran (13th ed.). Erlangga.

Kurnia, D. (2013). Pengaruh Iklan Dan Word Of Mouth (Wom) Terhadap Minat Beli Mahasiswa Universitas Negeri Padang Atas Kartu Perdana Im3. Jurnal Kajian Manajemen Dan Wirausaha, 2(2).

Kurnia, E. (2017). Garuda Plaza Hotel Medan , December 12th 2017 THE INFLUENCE OF SALES PROMOTION AND WORD OF MOUTH ONIMPULSE BUYING AT WORK PLACE ENVIRONMENT. 2017.

Lenhardt, E. (2005). Why so glum? Toward a fair balance of competitive interests in direct-to-consumer advertising and the well-being of the mentally ill consumers it targets. Health Matrix (Cleveland, Ohio : 1991), 15(1), 165–204.

Lovejoy, J., Riffe, D., & Cheng, H. (2012). Campaign Interest and Issue Knowledge: Did the Media-and Negative Political Advertising-Matter in “Battleground Ohio”? Atlantic Journal of Communication, 20(4), 201–220. https://doi.org/10.1080/15456870.2012.711148

Olson, N. J., & Ahluwalia, R. (2021). When Sharing Isn’t Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases. Journal of Consumer Research, 47(6), 1025–1046. https://doi.org/10.1093/jcr/ucaa052

Rini, E. S., Absah, Y., Irawati, N., & Sadalia, I. (2020). POSITIVE WORDS OF MOUTH AND BETTER PERCEIVED QUALITY: ROLE OF ENVIRONMENTAL ERGONOMIC ASPECTS Endang. JOURNAL OF SECURITY AND SUSTAINABILITY ISSUES, 9.

Russel, J. B. (2015). NEW TENTH CIRCUIT STANDARDS: COMPETITIVE KEYWORD ADVERTISING AND INITIAL INTEREST CONFUSION IN 1-800 CONTACTS V. LENS.COM. BERKELEY TECHNOLOGY LAW JOURNAL, 30.

Ruvio, A., Bagozzi, R. P., Hult, G. T. M., & Spreng, R. (2020). Consumer arrogance and word-of-mouth. 1116–1137.

Schifman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (tenth). Prentice Hall.

Simamora, B. (2011). Memenangkan Pasar Dengan Pemasaran Efektif Dan Profitabel. PT. Gramedia Pustaka Utama.

Smith, D. M., Bansal-travers, M., Connor, R. J. O., Goniewicz, M. L., & Hyland, A. (2015). Associations between perceptions of e-cigarette advertising and interest in product trial amongst US adult smokers and non-smokers : results from an internet-based pilot survey. Tobacco Induced Diseases, 1–12. https://doi.org/10.1186/s12971-015-0039-6

Tjiptono, F. (2008). Strategi Pemasaran (3rd ed.). Andi Offset.

Wirma, S. A. (2013). Pengaruh Iklan Dan Word Of Mouth (Wom) Terhadap Sikap Mahasiswa Universitas Negeri Padang Atas Produk Smartphone Samsung Galaxy. Jurnal Kajian Manajemen Dan Wirausaha, 2(2).




DOI: https://doi.org/10.55357/ijrs.v2i1.86

Refbacks

  • There are currently no refbacks.


International Journal Reglement & Society (IJRS) published by BUNDA MEDIA GRUP is abstracting & indexing in the following databases:

            

Creative Commons License

licensed under a Creative Commons Attribution-ShareAlike 4.0 International License