Peer Review Analisis Iklan Instant Messaging Line Mempengaruhi Minat Beli Konsumen Starbucks Di Jakarta Selatan
| Main Author: | Oktivera, Elsie |
|---|---|
| Format: | Lainnya NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
STIKS Tarakanita
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| Subjects: | |
| Online Access: |
http://repository.starki.id/id/eprint/144/1/Analisis%20Iklan%20Instant%20Messaging%20Line%20Mempengaruhi%20Minat%20Beli%20Konsumen%20Starbucks%20di%20Jakarta%20Selatan.pdf http://repository.starki.id/id/eprint/144/ http://jurnal.stiks-tarakanita.ac.id/index.php/JIK/article/view/184/pdf |
Daftar Isi:
- Abstract This research was conducted to examine the marketing communication strategies carried out by Starbucks promotion through Instant Messaging Line. Starbucks is a coffee shop company that has brand strength. This research has 2 variables, namely variable x (Starbucks advertisement through Instant Messaging Line) and variable y (buying interest of Starbucks consumers in South Jakarta). This study aims to determine the effect of Starbucks advertisements made with the instant messaging line media that influence buying interest, especially Starbucks consumers in South Jakarta. The research method used is quantitative methods with respondents of this study were 221 respondents. Data was collected by questionnaire distribution techniques and processed with SPSS 22. The results showed the influence of Starbucks advertising through the instant messaging line of 52.5% on consumer buying interest, and the remaining 47.5% was influenced by other variables not included in this study . Keywords : Advertising, Consumer Buying Interest, Laswell Communication Model, ICT, Individual Difference Theory