THE IMPACT OF TV ADVERTISING TOWARDS CONSUMER BUYING BEHAVIOR IN MANADO
Abstract: Nowadays, the rapid
developments of technology makes the internet users continue to increase time
to time. It is also supported by the ease of customer accessing the internet
through mobile phones, computers, and other media. This makes online purchases
in Indonesia greatly improved in recent years. This increase of the users makes
the right promotion by using TV advertising. The aim of this study is to
analyze the impact of TV advertising towards consumer buying behavior
withdrawing taking e-commerce Shopee Indonesia as its case study. This research
is causal type of research which uses primary data that obtained through
questionnaires and uses Ordinal Regression Analysis. The population that
observed is people in Manado who have experienced using Shopee Indonesia with
80 respondents as the sample size. The result of this study shows that
credibility, interactivity and informativeness have significant impacts on
consumer buying behavior. In contrast to entertainment that have no significant
impact on consumer buying behavior. Although the advertising that made by
Shopee Indonesia can be categorized successful in introducing its products to
customer. Shopee Indonesia should improve their promoting strategy through
e-commerce in order to attract the customer by good TV advertising to make the
customer to purchase.
Keywords: consumer buying
behavior, credibility, interactivity, entertainment, informativeness
Penulis: Lidya P. Mengko,
Sifrid S. Pangemanan, Willem J.F.A Tumbuan
Kode Jurnal: jpmanajemendd180212
