Analisis Iklan Instant Messaging Line Mempengaruhi Minat Beli Konsumen Starbucks di Jakarta Selatan

Authors

  • Ni Made Arianita Dewi Sekolah Tinggi Tarakanita Author
  • Elsie Oktivera Sekolah Tinggi Tarakanita Author

DOI:

https://doi.org/10.36914/1sg7k858

Keywords:

Iklan, Minat Beli Konsumen, Model Komunikasi Laswell, ICT, Teori Perbedaan Individu

Abstract

This research was conducted to examine the marketing communication strategies carried out by Starbucks promotion through Instant Messaging Line. Starbucks is a coffee shop company that has brand strength. This research has 2 variables, namely variable x (Starbucks advertisement through Instant Messaging Line) and variable y (buying interest of Starbucks consumers in South Jakarta). This study aims to determine the effect of Starbucks advertisements made with the instant messaging line media that influence buying interest, especially Starbucks consumers in South Jakarta. The research method used is quantitative methods with respondents of this study were 221 respondents. Data was collected by questionnaire distribution techniques and processed with SPSS 22. The results showed the influence of Starbucks advertising through the instant messaging line of 52.5% on consumer buying interest, and the remaining 47.5% was influenced by other variables not included in this study

Published

30-10-2018

Issue

Vol. 4 No. 1: Oktober 2018

Section

Articles

License

Copyright (c) 2018 Sekolah Tinggi Ilmu Komunikasi dan Sekretari Tarakanita

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

This article is an open-access article distributed under the terms and conditions of the Creative Commons Attribution–NonCommercial-4.0 International License (CC BY-NC-SA 4.0).