THE INFLUENCE OF ADVERTSING PROGRAM THOROUGH INTERNET TOWARD TARGET MARKET BUYING DECISION (Case Study: Creative Industry in Bandung)
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Date
2011
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the Universiti Teknologi MARA Johor
Abstract
According to the site-stat.com www.internetworld, citing data from the organizers of the Association of Indonesian Internet service (APJII) in 2008 recorded more than 25 million Internet users in Indonesia of the Indonesian population of 237 million people. Whereas in 2000, Internet users in Indonesia is still about 2 million people. And with the development of Bandung as one of the important cities in the development of creative industries in Indonesia, making the competition among actors become highly competitive creative industries. Advertising is one form of promotion is often done by companies to win the competition in introducing their products to consumers and persuade them to make a purchase. The development of information and communication technology now enables companies to take advantage of advertising media that the global nature of the internet. The purpose of this study is to investigate the implementation of advertising programs via the Internet, the influence of advertising programs via the Internet to purchase decisions target audience, and which element of the ad the most dominant variable influencing the purchase decision of the target audience. The nature of this research is descriptive and verification method explanatory survey. Research questionnaire distributed to 90 respondents, with statistical testing method used was path analysis.
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advertising, internet, buying decision