The effect of e-commerce advertising exposure Lazada buying behavior teenagers at SMK Muhammadiyah 2 Surabaya
The amount of interest of producers in using advertising as a medium for marketing products shows that advertising has an important role as an effective communication medium in introducing and promoting a product to consumers. Currently, advertisements have begun to mushroom in all mass media, including print media, electronic media and the internet. The high use of the internet in Indonesia has made producers more aggressive in promoting a product to consumers through internet media such as Lazada e-commerce ads. The number of facilities offered has received a very good response from the Indonesian people. With the ease of access provided and the relatively cheap prices of goods, it leads people to consumptive behavior.
This study uses a quantitative approach. Survey research methods. This type of research explanatory research. The population in this study were students of SMK Muhammadiyah 2 Surabaya from the 2015-2017 class. The research sample was 186 people. This study has 2 independent variables (Ad Impression Intensity and Advertising Element), and 1 dependent variable (Buying Behavior). Data collection was carried out by distributing questionnaires.
Hypothesis testing is done with multiple linear regression showing the influence between the intensity of advertising impressions and advertising elements on buying behavior, as evidenced by the results of the F test that Fcount> Ftable (111.280> 2.89). The result of the significance can be seen that 0.000 <0.05. The results of the T test for X1 show that the value of tcount <ttable (-1.494 <1.298), so the variable intensity of ad impressions has no effect on buying behavior. The results of the T test for X2 show that the value of tcount> ttable (14.521> 1.298), so the variable element of advertising has an effect on buying behavior.
Keywords: Ad impression intensity; Advertising elements; Buying behavior
Effendy, O. U. (2003). Ilmu, Teori dan Filsafat Komunikasi. In Citra Aditya.
Fiske, J. (2010). Understanding popular culture. In Understanding Popular Culture. https://doi.org/10.4324/9780203837177
Ikonen, P., Luoma-Aho, V., & Bowen, S. A. (2017). Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising and journalism. International Journal of Strategic Communication, 11(2), 165–178.
Indrasari, M., Hapsari, I. N., & Sukesi, S. (2019). Customer loyalty: effects of sales information system, marcomm, and brand ambassadors. Jurnal Studi Komunikasi, 3(2), 182–198.
Istiqomah, Hidayat, Z., & Jariah, A. (2019). Analisis Pengaruh Kepercayaan , Iklan dan Persepsi Resiko Terhadap Keputusan Pembelian di situs Shopee di Kota Lumajang. Jurnal Progress Conference.
Keisidou, E., Sarigiannidis, L., & Maditinos, D. (2011). Consumer characteristics and their effect on accepting online shopping, in the context of different product types. International Journal of Business Science & Applied Management (IJBSAM), 6(2), 31–51.
Kotler, P, & Armstrong, G. (2010). Principles of marketing. Pearson education.
Kotler, Philip. (2002). Manajemen Pemasaran: Edisi Milenium. Prenhallindo.
Miyatake, K., Nemoto, T., Nakaharai, S., & Hayashi, K. (2016). Reduction in Consumers’ Purchasing Cost by Online Shopping. Transportation Research Procedia. https://doi.org/10.1016/j.trpro.2016.02.019
Moshrefjavadi, M. H., Rezaie Dolatabadi, H., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. (2012). An Analysis of Factors Affecting on Online Shopping Behavior of Consumers. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v4n5p81
Muwarni, E. (2010). Konstruksi “Bentuk Tubuh Perempuan” Dalam Iklan Televisi. Jurnal Ilmu Komunikasi.
Nurbani, P. A. (2016). Pengaruh Terpaan Iklan E-Commerce Bukalapak Di Televise Terhadap Perilaku Konsumtif di Kalangan Mahasiswa (Survey Pada Mahasiswa Fakultas Ekonomi Dan Bisnis UIN Syarif Hidayatullah Jakarta). Jakarta: Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Putra, B., & Prasetyo, I. (2017). Pemetaan Platform Media Komunikasi Pemasaran PT. Dyandra Promosindo dalam Ruang Publik di Surabaya. Jurnal Komunikasi Profesional. https://doi.org/10.25139/jkp.v1i2.505
Rakhmat, J. (2009). Metode Penelitian Komunikasi. Bandung: PT. Remaja Rosdakarya.
Saputra, A. A., Susilo, D., & Harliantara, H. (2021). Virtual Ethnography on the Ngalah Islamic Boarding School Instagram Business Account. Sahafa Journal of Islamic Communication, 3(2), 161–173.
Sari, A. Y., & Setyawan, A. A. (2018). Perilaku Belanja Di Kalangan Wanita Perkotaan. Universitas Muhammadiyah Surakarta.
Sugihartati, R., & Susilo, D. (2019). Acts against drugs and narcotics abuse: Measurement of the effectiveness campaign on Indonesian narcotics regulator Instagram. Journal of Drug and Alcohol Research. https://doi.org/10.4303/jdar/236079
Susilo, D., & Putranto, T. D. (2018). Indonesian Youth on Social Media: Study on Content Analysis. https://doi.org/10.2991/sshr-17.2018.15
Widyatama, R. (2009). Buku Pengantar Periklanan, Cetakan 6. Yogyakarta: Pustaka Book Publisher.
Youn, S., & Kim, S. (2019). Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance. International Journal of Advertising. https://doi.org/10.1080/02650487.2019.1575109