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December 31, 2019
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December 31, 2019
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Abstract
Media Social Instagram turn marketing communication into interactive. On the
other hand conventional approaches such as word of mouth are still used to drive
purchasing decisions. The study discusses four main concepts namely exposure to
advertising on social media, word of mouth, and interactive marketing communication as
independent variables. While the purchase decision as the dependent variable. The article
aims to describe the influence between advertising exposure, word of mouth and
interactive marketing communication on purchasing decisions in the context of body care
products and services. This study collects data through online surveys. Respondents (n =
100) come from Instagram account followers @thecliniccipete and are chosen based on
membership or have made a previous purchase. Data analysis used univariate analysis
for demographic data and bivariate analysis for variables. Bivariate analysis uses simple linear regression to test three hypotheses. The result of regression test shows that
statistically all hypotheses have an influence on purchasing decisions with different levels
of influence strength. Ad exposure and word of mouth variables show a strong influence
on purchasing decisions. However, interactive marketing communication shows a
moderate influence on purchasing decisions. Based on the three hypotheses known word
of mouth is the most powerful variable that explains purchasing decisions in the context
of body care products and services.
Keywords
Iklan, Word of Mouth, Interaktif, Keputusan Pembelian, Komunikasi Pemasaran
Article Details
How to Cite
Paramita Purnama, Rosita Anggraini, Arintowati Hartono, Irwansyah, & Niken F. Ernungtyas. (2019). Terpaan Iklan Digital, Word Of Mouth dan Komunikasi Pemasaran Interaktif pada Keputusan Pembelian Produk Perawatan Tubuh: Terpaan Iklan Digital, Word Of Mouth dan Komunikasi Pemasaran Interaktif pada Keputusan Pembelian Produk Perawatan Tubuh. KOMUNIDA : Media Komunikasi Dan Dakwah, 9(2), 192–209. https://doi.org/10.35905/komunida.v9i2.1123
References
- Afriana, F., Rahayu, A. P., & Agustiningrum, H. (2017). Hierarki Efek Model pada Tayangan Iklan Youtube. Inter Komunika: Jurnal Komunikasi, 2(2),140–145.
Aprilya, T. (2017). Strategi Komunikasi Pemasaran Nadyasfashop Melalui Instagram Dalam Meningkatkan Kepercayaan Customer Di Samarinda. EJournal Ilmu Komunikasi, 5(1), 13–23. Retrieved from http://ejournal.ilkom.fisip-unmul.ac.id/site/wpcontent/uploads/2017/01/Jurnal Cetak (01-20-17-06-48-55).pdf
Apriyanti, H., & Riyanto. (2018). Komunikasi Downward dalam Peningkatan Produktivitas PT. Sasa Inti. Inter Komunika: Jurnal Komunikasi, 3(1), 80–99.
Armstrong, G. M., Armstrong, G., & Kotler, P. (2007). Marketing: An Introduction. Retrieved from https://books.google.co.id/books?id=GEREAAAAYAAJ
Bintoro, Yuniawan, A., & Sukresna, M. I. (2016). Pengaruh Komunikasi Pemasaran, Kepercayaan Merek dan Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Produk Bubur Bayi Promina di Carrefour Wilayah Jakarta Selatan). Jurnal Sains Pemasaran Indonesia, 15(1), 24–33. https://doi.org/10.14710/jspi.v15i01.24
Bryman, A. (2012). Social Research Methods (4th ed.). https://doi.org/10.1192/bjp.112.483.211-a
Densa, E. P. B., & Relawan, I. (2016). Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian CD JKT48 di Bandung. E-Proceeding of Management, 3(3), 3621–3628. https://doi.org/23559357
Dewi, R., Magdalena, M., & Dhiana, P. (2015). Pengaruh Word of Mouth, Tingkat Pendapatan dan Kualitas Produk terhadap Keputusan Pembelian yang Berdampak pada Minat Beli Ulang Konsumen (Studi Kasus pada Produk Bandeng Juwana Elrina Semarang). Journal of Management, 1(1), 1–19. Retrieved from http://jurnal.unpand.ac.id/index.php/MS/article/viewFile/254/250
Ernungtyas, N. F., & Irwansyah, I. (2019). Reading App Reviews and Trying Apps in Predicting The Use of Communication Apps: An Experimental Study of Then Relationship Among Behavior, Attitude, Intention to Use.Jurnal Sosioteknologi, 18(1), 1–11.
Gurău, C. (2008). Integrated online marketing communication: Implementation and management. Journal of Communication Management, 12(2), 169–184. https://doi.org/10.1108/13632540810881974
Haninda, A. R., & Irwansyah, I. (2018). Assessment of mobile applications’ credibility in users’ content-searching behavior based on PIT theory. 2018 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2018, 241–246. https://doi.org/10.1109/ICACSIS.2018.8618141
Harjanto, R. (2009). Prinsip-prinsip Periklanan. Jaka: Gramedia.
Hasan. (2009). Word-of-Mouth Marketing Sebagai Bauran Komunikasi Pemasaran. Jurnal Dinamika Ekonomi & Bisnis, 6(2), 101–112.
Kotler, P. (2005). Principles of Marketing. Retrieved from https://books.google.co.id/books?id=V-i0y4SHIBYC
Kotler, P., & Keller, K. L. (2009). Marketing Management. Retrieved from https://books.google.co.id/books?id=QiTOHgAACAAJ
Kumaralalita, H., & Nugrahani, R. U. (2017). Pengaruh Negatif e-WOM Terhadap Kepercayaan Merek Telkomsel Flash. Ettisal Journal of Communication, 2(2), 11–18.
Marsudi. (2018). Strategi Komunikasi Pemasaran Interaktif Ciewie Batik dalam Customer Engagement. Jurnal Ilmu Komunikasi, 12(1), 63–73. https://doi.org/http://dx.doi.org/10.21107/ilkom.v12i1.3716 STRATEGI
Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International
Journal of Marketing Studies, 4(2), 121–129. https://doi.org/10.5539/ijms.v4n2p121
Hayat, N., & Hasrullah, H. (2017). Positioning Politik Kampanye Pemilihan Presiden 2014 dalam Iklan Video Musik Youtube. KAREBA: Jurnal Ilmu Komunikasi, 5(1), 192-209.
Nancy, Y. (2019). Pengguna Facebook & Instagram di Indonesia Terbanyak ke-4 di Dunia - Tirto.ID. Retrieved October 8, 2019, from https://tirto.id/pengguna-facebook-instagram-di-indonesia-terbanyak-ke-4-didunia-ee8n
Nugraha, A. R. (2017). PENGARUH TERPAAN IKLAN OBAT NON RESEP DENGAN SIKAP MASYARAKAT (Studi regresi sederhana mengenai terpaan iklan obat-obat non resep yang tayang pada televisi dengan sikap masyarakat terhadap keputusan pembelian). Jurnal Komunikasi, 10(2), 173. https://doi.org/10.21107/ilkom.v10i2.2520
Oktavianti, R., & Irwansyah, I. (2016). Actor network in technology-mediated communications network: A study of news gathering network by journalist. The Social Sciences, 11(19), 4581–4584. https://doi.org/10.3923/sscience.2016.4581.4584
Puristia, D., & Irwansyah, I. (2019). Interpretive Flexibility in Using Mobile Applications to Handle Public Complaints by Government Officials. 2018 2nd International Conference on Informatics and Computational Sciences, ICICoS 2018, 115–119. https://doi.org/10.1109/ICICOS.2018.8621693
Seruni, N. A., & Zein, S. (2019). Motif Menonton Program “I Look” di Net TV pada Followers Instagram @ilook_net. Jurnal Kajian Media, 3(1), 9–13.
Silitonga, D. V. (2016). Komunikasi Persuasif Agen Asuransi dalam Merekrut Calon Agen Asuransi (Studi Deskriptif Kualitatif Komunikasi Persuasif
Agen Asuransi dalam Merekrut Calon Agen Asuransi di PT Asuransi Life Allianz Indonesia Cabang Kota Medan). FLOW, 2(14), 1–10. https://doi.org/10.1017/CBO9781107415324.004
Sulvinajayanti. (2017). Public Relations dan New Media (Proses Humas dalam Mengelola Instagram @universitaspertamina). Komunida: Media Komunikasi Dan Dakwah, 7(2), 154–168.
Yadika, B. (2019). Tren Digital, Belanja Iklan Dalam Negeri Capai Rp 40 Triliun - Bisnis Liputan6.com. Retrieved October 8, 2019, from https://www.liputan6.com/bisnis/read/3906229/tren-digital-belanja-iklandalam-negeri-capai-rp-40-triliun
Yuliati, A., Hasanah, U., & Iskandar. (2016). Strategi Penulisan Iklan Harian Pare Pos Dalam Meningkatkan Pelanggan di Kota Parepare. Komunida: Media
Komunikasi Dan Dakwah, 6(2), 47–60. https://doi.org/10.1017/CBO9781107415324.004.
References
Afriana, F., Rahayu, A. P., & Agustiningrum, H. (2017). Hierarki Efek Model pada Tayangan Iklan Youtube. Inter Komunika: Jurnal Komunikasi, 2(2),140–145.
Aprilya, T. (2017). Strategi Komunikasi Pemasaran Nadyasfashop Melalui Instagram Dalam Meningkatkan Kepercayaan Customer Di Samarinda. EJournal Ilmu Komunikasi, 5(1), 13–23. Retrieved from http://ejournal.ilkom.fisip-unmul.ac.id/site/wpcontent/uploads/2017/01/Jurnal Cetak (01-20-17-06-48-55).pdf
Apriyanti, H., & Riyanto. (2018). Komunikasi Downward dalam Peningkatan Produktivitas PT. Sasa Inti. Inter Komunika: Jurnal Komunikasi, 3(1), 80–99.
Armstrong, G. M., Armstrong, G., & Kotler, P. (2007). Marketing: An Introduction. Retrieved from https://books.google.co.id/books?id=GEREAAAAYAAJ
Bintoro, Yuniawan, A., & Sukresna, M. I. (2016). Pengaruh Komunikasi Pemasaran, Kepercayaan Merek dan Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Produk Bubur Bayi Promina di Carrefour Wilayah Jakarta Selatan). Jurnal Sains Pemasaran Indonesia, 15(1), 24–33. https://doi.org/10.14710/jspi.v15i01.24
Bryman, A. (2012). Social Research Methods (4th ed.). https://doi.org/10.1192/bjp.112.483.211-a
Densa, E. P. B., & Relawan, I. (2016). Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian CD JKT48 di Bandung. E-Proceeding of Management, 3(3), 3621–3628. https://doi.org/23559357
Dewi, R., Magdalena, M., & Dhiana, P. (2015). Pengaruh Word of Mouth, Tingkat Pendapatan dan Kualitas Produk terhadap Keputusan Pembelian yang Berdampak pada Minat Beli Ulang Konsumen (Studi Kasus pada Produk Bandeng Juwana Elrina Semarang). Journal of Management, 1(1), 1–19. Retrieved from http://jurnal.unpand.ac.id/index.php/MS/article/viewFile/254/250
Ernungtyas, N. F., & Irwansyah, I. (2019). Reading App Reviews and Trying Apps in Predicting The Use of Communication Apps: An Experimental Study of Then Relationship Among Behavior, Attitude, Intention to Use.Jurnal Sosioteknologi, 18(1), 1–11.
Gurău, C. (2008). Integrated online marketing communication: Implementation and management. Journal of Communication Management, 12(2), 169–184. https://doi.org/10.1108/13632540810881974
Haninda, A. R., & Irwansyah, I. (2018). Assessment of mobile applications’ credibility in users’ content-searching behavior based on PIT theory. 2018 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2018, 241–246. https://doi.org/10.1109/ICACSIS.2018.8618141
Harjanto, R. (2009). Prinsip-prinsip Periklanan. Jaka: Gramedia.
Hasan. (2009). Word-of-Mouth Marketing Sebagai Bauran Komunikasi Pemasaran. Jurnal Dinamika Ekonomi & Bisnis, 6(2), 101–112.
Kotler, P. (2005). Principles of Marketing. Retrieved from https://books.google.co.id/books?id=V-i0y4SHIBYC
Kotler, P., & Keller, K. L. (2009). Marketing Management. Retrieved from https://books.google.co.id/books?id=QiTOHgAACAAJ
Kumaralalita, H., & Nugrahani, R. U. (2017). Pengaruh Negatif e-WOM Terhadap Kepercayaan Merek Telkomsel Flash. Ettisal Journal of Communication, 2(2), 11–18.
Marsudi. (2018). Strategi Komunikasi Pemasaran Interaktif Ciewie Batik dalam Customer Engagement. Jurnal Ilmu Komunikasi, 12(1), 63–73. https://doi.org/http://dx.doi.org/10.21107/ilkom.v12i1.3716 STRATEGI
Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International
Journal of Marketing Studies, 4(2), 121–129. https://doi.org/10.5539/ijms.v4n2p121
Hayat, N., & Hasrullah, H. (2017). Positioning Politik Kampanye Pemilihan Presiden 2014 dalam Iklan Video Musik Youtube. KAREBA: Jurnal Ilmu Komunikasi, 5(1), 192-209.
Nancy, Y. (2019). Pengguna Facebook & Instagram di Indonesia Terbanyak ke-4 di Dunia - Tirto.ID. Retrieved October 8, 2019, from https://tirto.id/pengguna-facebook-instagram-di-indonesia-terbanyak-ke-4-didunia-ee8n
Nugraha, A. R. (2017). PENGARUH TERPAAN IKLAN OBAT NON RESEP DENGAN SIKAP MASYARAKAT (Studi regresi sederhana mengenai terpaan iklan obat-obat non resep yang tayang pada televisi dengan sikap masyarakat terhadap keputusan pembelian). Jurnal Komunikasi, 10(2), 173. https://doi.org/10.21107/ilkom.v10i2.2520
Oktavianti, R., & Irwansyah, I. (2016). Actor network in technology-mediated communications network: A study of news gathering network by journalist. The Social Sciences, 11(19), 4581–4584. https://doi.org/10.3923/sscience.2016.4581.4584
Puristia, D., & Irwansyah, I. (2019). Interpretive Flexibility in Using Mobile Applications to Handle Public Complaints by Government Officials. 2018 2nd International Conference on Informatics and Computational Sciences, ICICoS 2018, 115–119. https://doi.org/10.1109/ICICOS.2018.8621693
Seruni, N. A., & Zein, S. (2019). Motif Menonton Program “I Look” di Net TV pada Followers Instagram @ilook_net. Jurnal Kajian Media, 3(1), 9–13.
Silitonga, D. V. (2016). Komunikasi Persuasif Agen Asuransi dalam Merekrut Calon Agen Asuransi (Studi Deskriptif Kualitatif Komunikasi Persuasif
Agen Asuransi dalam Merekrut Calon Agen Asuransi di PT Asuransi Life Allianz Indonesia Cabang Kota Medan). FLOW, 2(14), 1–10. https://doi.org/10.1017/CBO9781107415324.004
Sulvinajayanti. (2017). Public Relations dan New Media (Proses Humas dalam Mengelola Instagram @universitaspertamina). Komunida: Media Komunikasi Dan Dakwah, 7(2), 154–168.
Yadika, B. (2019). Tren Digital, Belanja Iklan Dalam Negeri Capai Rp 40 Triliun - Bisnis Liputan6.com. Retrieved October 8, 2019, from https://www.liputan6.com/bisnis/read/3906229/tren-digital-belanja-iklandalam-negeri-capai-rp-40-triliun
Yuliati, A., Hasanah, U., & Iskandar. (2016). Strategi Penulisan Iklan Harian Pare Pos Dalam Meningkatkan Pelanggan di Kota Parepare. Komunida: Media
Komunikasi Dan Dakwah, 6(2), 47–60. https://doi.org/10.1017/CBO9781107415324.004.
Aprilya, T. (2017). Strategi Komunikasi Pemasaran Nadyasfashop Melalui Instagram Dalam Meningkatkan Kepercayaan Customer Di Samarinda. EJournal Ilmu Komunikasi, 5(1), 13–23. Retrieved from http://ejournal.ilkom.fisip-unmul.ac.id/site/wpcontent/uploads/2017/01/Jurnal Cetak (01-20-17-06-48-55).pdf
Apriyanti, H., & Riyanto. (2018). Komunikasi Downward dalam Peningkatan Produktivitas PT. Sasa Inti. Inter Komunika: Jurnal Komunikasi, 3(1), 80–99.
Armstrong, G. M., Armstrong, G., & Kotler, P. (2007). Marketing: An Introduction. Retrieved from https://books.google.co.id/books?id=GEREAAAAYAAJ
Bintoro, Yuniawan, A., & Sukresna, M. I. (2016). Pengaruh Komunikasi Pemasaran, Kepercayaan Merek dan Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Produk Bubur Bayi Promina di Carrefour Wilayah Jakarta Selatan). Jurnal Sains Pemasaran Indonesia, 15(1), 24–33. https://doi.org/10.14710/jspi.v15i01.24
Bryman, A. (2012). Social Research Methods (4th ed.). https://doi.org/10.1192/bjp.112.483.211-a
Densa, E. P. B., & Relawan, I. (2016). Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian CD JKT48 di Bandung. E-Proceeding of Management, 3(3), 3621–3628. https://doi.org/23559357
Dewi, R., Magdalena, M., & Dhiana, P. (2015). Pengaruh Word of Mouth, Tingkat Pendapatan dan Kualitas Produk terhadap Keputusan Pembelian yang Berdampak pada Minat Beli Ulang Konsumen (Studi Kasus pada Produk Bandeng Juwana Elrina Semarang). Journal of Management, 1(1), 1–19. Retrieved from http://jurnal.unpand.ac.id/index.php/MS/article/viewFile/254/250
Ernungtyas, N. F., & Irwansyah, I. (2019). Reading App Reviews and Trying Apps in Predicting The Use of Communication Apps: An Experimental Study of Then Relationship Among Behavior, Attitude, Intention to Use.Jurnal Sosioteknologi, 18(1), 1–11.
Gurău, C. (2008). Integrated online marketing communication: Implementation and management. Journal of Communication Management, 12(2), 169–184. https://doi.org/10.1108/13632540810881974
Haninda, A. R., & Irwansyah, I. (2018). Assessment of mobile applications’ credibility in users’ content-searching behavior based on PIT theory. 2018 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2018, 241–246. https://doi.org/10.1109/ICACSIS.2018.8618141
Harjanto, R. (2009). Prinsip-prinsip Periklanan. Jaka: Gramedia.
Hasan. (2009). Word-of-Mouth Marketing Sebagai Bauran Komunikasi Pemasaran. Jurnal Dinamika Ekonomi & Bisnis, 6(2), 101–112.
Kotler, P. (2005). Principles of Marketing. Retrieved from https://books.google.co.id/books?id=V-i0y4SHIBYC
Kotler, P., & Keller, K. L. (2009). Marketing Management. Retrieved from https://books.google.co.id/books?id=QiTOHgAACAAJ
Kumaralalita, H., & Nugrahani, R. U. (2017). Pengaruh Negatif e-WOM Terhadap Kepercayaan Merek Telkomsel Flash. Ettisal Journal of Communication, 2(2), 11–18.
Marsudi. (2018). Strategi Komunikasi Pemasaran Interaktif Ciewie Batik dalam Customer Engagement. Jurnal Ilmu Komunikasi, 12(1), 63–73. https://doi.org/http://dx.doi.org/10.21107/ilkom.v12i1.3716 STRATEGI
Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International
Journal of Marketing Studies, 4(2), 121–129. https://doi.org/10.5539/ijms.v4n2p121
Hayat, N., & Hasrullah, H. (2017). Positioning Politik Kampanye Pemilihan Presiden 2014 dalam Iklan Video Musik Youtube. KAREBA: Jurnal Ilmu Komunikasi, 5(1), 192-209.
Nancy, Y. (2019). Pengguna Facebook & Instagram di Indonesia Terbanyak ke-4 di Dunia - Tirto.ID. Retrieved October 8, 2019, from https://tirto.id/pengguna-facebook-instagram-di-indonesia-terbanyak-ke-4-didunia-ee8n
Nugraha, A. R. (2017). PENGARUH TERPAAN IKLAN OBAT NON RESEP DENGAN SIKAP MASYARAKAT (Studi regresi sederhana mengenai terpaan iklan obat-obat non resep yang tayang pada televisi dengan sikap masyarakat terhadap keputusan pembelian). Jurnal Komunikasi, 10(2), 173. https://doi.org/10.21107/ilkom.v10i2.2520
Oktavianti, R., & Irwansyah, I. (2016). Actor network in technology-mediated communications network: A study of news gathering network by journalist. The Social Sciences, 11(19), 4581–4584. https://doi.org/10.3923/sscience.2016.4581.4584
Puristia, D., & Irwansyah, I. (2019). Interpretive Flexibility in Using Mobile Applications to Handle Public Complaints by Government Officials. 2018 2nd International Conference on Informatics and Computational Sciences, ICICoS 2018, 115–119. https://doi.org/10.1109/ICICOS.2018.8621693
Seruni, N. A., & Zein, S. (2019). Motif Menonton Program “I Look” di Net TV pada Followers Instagram @ilook_net. Jurnal Kajian Media, 3(1), 9–13.
Silitonga, D. V. (2016). Komunikasi Persuasif Agen Asuransi dalam Merekrut Calon Agen Asuransi (Studi Deskriptif Kualitatif Komunikasi Persuasif
Agen Asuransi dalam Merekrut Calon Agen Asuransi di PT Asuransi Life Allianz Indonesia Cabang Kota Medan). FLOW, 2(14), 1–10. https://doi.org/10.1017/CBO9781107415324.004
Sulvinajayanti. (2017). Public Relations dan New Media (Proses Humas dalam Mengelola Instagram @universitaspertamina). Komunida: Media Komunikasi Dan Dakwah, 7(2), 154–168.
Yadika, B. (2019). Tren Digital, Belanja Iklan Dalam Negeri Capai Rp 40 Triliun - Bisnis Liputan6.com. Retrieved October 8, 2019, from https://www.liputan6.com/bisnis/read/3906229/tren-digital-belanja-iklandalam-negeri-capai-rp-40-triliun
Yuliati, A., Hasanah, U., & Iskandar. (2016). Strategi Penulisan Iklan Harian Pare Pos Dalam Meningkatkan Pelanggan di Kota Parepare. Komunida: Media
Komunikasi Dan Dakwah, 6(2), 47–60. https://doi.org/10.1017/CBO9781107415324.004.