DOES TAGLINE HAVE AN IMPACT TOWARDS PURCHASE INTENTION?
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1
Abstract
JD.ID conducted a campaign with the tagline "Dijamin Ori" because they consider that there are still
many e-commerce sites that sell non-original products. There are several types of products that are often falsified so
as to encourage the JD, ID to use these strategies to attract consumer buying interest. In addition, JD.ID also
markets its online business platform via the YouTube site which is one of the video-based marketing media.
This study aims to analyze the effectiveness of the "Dijamin Ori" Tagline and JD.ID Youtube Ads on
consumer buying interest. This analysis uses independent variables namely the tagline "Dijamin Ori" and Youtube
Ads. The dependent variable is Consumer Purchase Interest. This type of research used in this research is
explanatory research, the research used to explain the causal relationship between variables through hypothesis
testing that was formulated, with survey methods and the number of samples in this study were 110 respondents. The
sampling technique was obtained using the Accidental Sampling method. Data sources using primary data and using
secondary data, namely literature and from the internet. While the data analysis technique used in this study is a
quantitative analysis using analysis through the help of the SPSS program, namely: Multiple Linear Regression
Analysis.
Description
Keywords
E-Commerce, Tagline, Youtube Ads, Purchase Intention.