EFEKTIVITAS KOMUNIKASI PEMASARAN DIGITAL TERHADAP KESADARAN MEREK DAN KEPUTUSAN PEMBELIAN APARTEMEN MAJESTIC POINT SERPONG SELAMA PANDEMI COVID-19
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Jan 10, 2023
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This study aims to determine the effectiveness of digital marketing communications on brand awareness and purchasing decisions at Majestic Point Serpong Apartments during the Covid-19 pandemic by using quantitative approach techniques and data sources obtained by distributing questionnaires to prospective buyers of Majestic Point Serpong Apartment units as many as 80 respondents. Then, the method used is simple regression analysis. The results of this study indicate the Effectiveness of Digital Marketing Communications (X) has a significant positive effect on Brand Awareness (Y1) with a t count of 5.410. Digital Marketing Communication Effectiveness Variable (X) has a significant positive effect on Purchase Decision (Y2) with a t value of 7.214. Brand Awareness Variable (Y1) on Purchase Decision (Y2) has a positive effect with a value of 0.494. And the variable Purchase Decision as a full intervening variable
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Rahmawati, S. (2023). EFEKTIVITAS KOMUNIKASI PEMASARAN DIGITAL TERHADAP KESADARAN MEREK DAN KEPUTUSAN PEMBELIAN APARTEMEN MAJESTIC POINT SERPONG SELAMA PANDEMI COVID-19. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 4(1), 85-96. https://doi.org/10.35870/jimik.v4i1.120
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Dini Nurhidayanti, A., Tri Hapsari, A., & Umam, K. 2020. Efektivitas Promosi Di Media Sosial Pada Keputusan Pembelian Pelanggan Di Gallery DEWDEW Collection Berdasarkan Model AIDA. Relasi : Jurnal Ekonomi, 16(1), 1–28.
Vinza, A., Rizka, R. &, & Ervianty, M. 2019. Penggunaan Media Komunikasi Pemasaran Digital sebagai Alat Pencapaian Kesadaran Merek pada Produk Kitchenindo. The International Journal of Applied Business Tijab, 3(1), 59–72.
Chaveesuk, S., Khalid, B., & Chaiyasoonthorn, W. 2021. Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector. Innovative Marketing, 17(3), 109–123.
Lisarini, E., & Lazuardi, A. 2021. Efekttivitas Komunikasi Pemasaran Melalui Instagram Dan Dampaknya Terhadap Keputusan Membeli Konsumen Negri Kopi Sarongge. Agroscience (Agsci), 11(1), 44.
Akter, M., & Sultana, N. 2020. Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective. Open Journal of Business and Management, 08(06), 2696–2715.
Syamsidar, R., & Soliha, E. 2019. Pengaruh Kualitas Produk, Persepsi Harga, Citra Merek dan promosi terhadap proses Keputusan Pembelian. Jurnal Bisnis Dan Ekonomi, Vol.26(2), 146–154.
Rizal, V. Z. 2019. Komunikasi Pemasaran Media Sosial Instagram Pada Toko Kue Selebriti Bandung Makuta (@Bandungmakuta) Terhadap Kesadaran Merek. Inter Komunika : Jurnal Komunikasi, 4(1), 75.
Putri, Debi Esa, dkk. 2021. BRAND MARKETING. Penerbit Widina.
Haula, Z., & Hindra, N. 2017. Efektivitas Komunikasi Pemasaran Online (via twitter) Terhadap Peningkatan Pelanggan Luminos Rental Studi Foto. Transformasi, II(28), 66–69.
Krizanova, A., Lazaroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. 2019. The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability (Switzerland), 11(24), 1–19.
Hansen, Torben., Kotler, Philip., Keller, Kevin., Goodman, Malcolm., Brady, Mairead. 2019. Marketing Management: 4th European Edition. United Kingdom: Pearson.
Creswell, J. W., Creswell, J. D. 2017. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. United States: SAGE Publications.
Akbar Iskandar, dkk 2021. Statistika Bidang Teknologi Informasi. Yayasan Kita Menulis.
Amanah, D., & Harahap, D. A. 2018. Pengaruh Komunikasi Pemasaran Perusahaan terhadap Kesadaran Merek Pelanggan. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 11(3), 207.
Bílková, R. 2021. Digital marketing communication in the age of globalization. SHS Web of Conferences, 129, 06002.
Bostrom, Robert N. 2021. Communication Yearbooks Vols 6-33 Set. United Kingdom: Taylor & Francis, 2021.
Chomiak-Orsa, I., & Liszczyk, K. 2020. Digital marketing as a digital revolution in marketing communication. Informatyka Ekonomiczna, 2020(2), 9–19.
Dahiya, R., & Gayatri, G. 2018. A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, 31(2), 73–95.
Dewanti, P. 2019. Efektivitas Model Aisas Dalam Komunikasi Pemasaran Pada Fitur Promosi Instagram. Journal Information.
Eaves, M., Leathers, D. G. 2017. Successful Nonverbal Communication: Principles and Applications. United Kingdom: Taylor & Francis.
Gogali, V. A., Tsabit, M., & Syarief, F. 2020. Pemanfaatan Webinar Sebagai Media Komunikasi Pemasaran Di Masa Pandemi Covid-2019 (Studi Kasus Webinar BSI Digination" How To Be A Youtuber And An Entrepreneur"). Cakrawala-Jurnal Humaniora, 20(2), 182-187.
Han Tran. 2019. EFFECTIVE DIGITAL MARKETING COMMUNICATIONS . CASE COMPANY : URBANZEE , FINLAND Degree Programme in International Business.
Haqien, D., & Rahman, A. A. 2020. Pemanfaatan Zoom Meeting untuk Proses Pembelajaran pada Masa Pandemi Covid-19. SAP (Susunan Artikel Pendidikan), 5(1).
Hutagalung, I. 2017. The Function of Interpersonal Communication in Conflict Management Organization. SHS Web of Conferences, 33, 00009.
Idrysheva, Z., Tovma, N., Abisheva, K. Z., Murzagulova, M., & Mergenbay, N. 2019. Marketing communications in the digital age. E3S Web of Conferences, 135, 1–9.
Lascity, M. E. 2021. Communicating Fashion: Clothing, Culture, and Media. United Kingdom: Bloomsbury Publishing.
Massingham, L., Lancaster, G. 2017. Essentials of Marketing Management. United Kingdom: Taylor & Francis.
Pasquier, M., Villeneuve, J. 2017. Marketing Management and Communications in the Public Sector. United Kingdom: Taylor & Francis.
Prasetyawati, Y. R., Setyaningtyas, E., Ayu, J. P., Sartika, K. D., & Adithia, S. 2021. Pelatihan Culinary Entrepreneur Dalam Mengembangkan Kinerja UMKM di Masa Pandemi. Journal of Servite, 3(1), 31.
Rani, D. S., Winarno, S. T., & Priyanto, E. 2021. Efektivitas Komunikasi Pemasaran Melalui Media Sosial untuk Menumbuhkan Kesadaran Merek Ladang Lima. JURNAL AGRI-TEK : Jurnal Penelitian Ilmu-Ilmu Eksakta, 22(2), 61–65.
Rizaldi, A., & Hidayat, H. 2020. Digital Marketing Communication Strategy. Jurnal Entrepreneur Dan Entrepreneurship, 9(2), 57–66.
Shahid, Z., Hussain, T., & Zafar, F. 2017. The Impact of Brand Awareness on the Consumers’ Purchase Intention. Journal of Accounting & Marketing, 06(01), 34–38.
Sholihat, A. 2018. Bab 2 Teori Keputusan Pembelian Dan Indikator Def Operasional. Journal of Chemical Information and Modeling, 5(1), 1–15.
Sonny Eli Zaluchu. 2021. No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. 3(March), 6.
Sugiyono. 2019. Metode Penelitian Kuantitatif dan Kualitatif, R & D. Bandung: CV Alfabeta
Sumarwan, Ujang, dkk. 2018. Pemasaran Strategik: Perspektif Perilaku Konsumen dan Marketing Plan. (2019). (n.p.): PT Penerbit IPB Press.
Surya, M. D., & Kurniawan, F. 2018. The effectiveness of marketing communication through digital content for startup business (Case Study: Brandish beverage product). 41(Bcm 2017). https://doi.org/10.2991/bcm-17.2018.60
Suryandartiwi, Wiwik. 2021. Dasar-dasar Komunikasi Kesehatan. CV Mitra Cendekia Media.
Tubbs, S. L. 2020. Shared Experiences in Human Communication. United Kingdom: Taylor & Francis.
Zhang, Q. 2019. A research based on AISAS model of college students Information contact investigation of Chinese Dream. Journal of Physics: Conference Series, 1168(3).
Zidane, Y. J. T., & Olsson, N. O. E. 2017. Defining project efficiency, effectiveness and efficacy. International Journal of Managing Projects in Business, 10(3), 621–641.