COMPARATIVE ANALYSIS OF THE EFFECTIVENESS OF ADVERTISING BETWEEN ONLINE MEDIA AND OFFLINE MEDIA TOWARD THE PROCESS OF CUSTOMER PURCHASE DECISION
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Date
2013-11-07
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The 8th Internatioanl Conference on Business and Management Research, Sungkyunkwan University and Indonesia University
Abstract
Currently the Internet is still considered as a complement instead of a substitute for conventional advertising media as we know it. The existence of significant differences between the effects of the advertising effectiveness of online media and offline media to consumer purchase decision process at the present time which people are using mobile internet to find information anywhere and anytime is not yet confirmed.
The research method used is descriptive research which describes a condition associated with other conditions. It is aimed to present an overview in a structured, factual and accurateas to facts, properties, and the relationship between the variables in research and further analyzed them statistically to obtain a conclusion. Statistical testing using t test and simultaneously using the F test will determine whether the ads through online media and offline media effectively influence consumer purchase decision process are significant or not.
The research analysis showed that the advertising effectiveness of online media is the average 585, the score was included in the criteria of"Effective" and also has an influence on consumer purchase decision process based on t test (20.5>1.6). While the advertising effectiveness of offline media is the average 578, that score was included in the criteria of "Adequate Effective" but do not have an influence on consumer purchase decision process based on t test (-6.1 <1.6). Consumer purchase decision process is the average 626, the score was included in the criteria of "Fast", it can be said that the respondents have a favorable view of the high consumer purchase decision process.
The simultaneity between advertising effectiveness of online media and the advertising effectiveness ofofflinemediahas an influence onconsumerpurchasedecision process based on the test F (211.7>3.05). It can be concluded that the advertising effectiveness of online media and the advertising effectiveness of offline media simultaneously have an influence on consumer purchase decision process. Companies need to set about the best proportion for use between advertising of online media and offline media in promoting and marketing their products in accordance with company requirements.
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Keywords
Advertising Effectiveness of Online Media, , Advertising Effectiveness of Offline Media, Consumer Purchase Decision Process