Pengaruh Strategi Komunikasi dalam Marketing 4.0 terhadap Purchase Decision Melalui brand Advocacy pada E Commarce Shopee Kecamatan Medan Johor

Abstract

Penelitian yang dilakukan penulis bertujuan untuk mengetahui promosi produk dan diskon produk berpengaruh positif dan signifikan terhadap brand advocacy, untuk mengetahui brand advocacy, promosi produk dan diskon produk berpengaruh positif dan signifikan terhadap purchase decision, untuk mengetahui promosi produk berpengaruh positif dan signifikan terhadap purchase decision melalui brand advocacy dan untuk mengetahui diskon produk berpengaruh positif dan signifikan terhadap purchase decision melalui brand advocacy di e-commarce shoppe. Populasi dalam penelitian ini adalah masyarakat Medan Johor sebanyak 156.957 jiwa pada tahun 2022, dengan sampel penelitian sebanyak 100 orang yang diukur dengan menggunakan rumus slovin. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah Kuesioner (Angket) dan Wawancara Interview. Teknik analisis yang dalam penelitian menggunakan SmartPLS (Partial Least Square) mulai dari pengukuran model (outer model), struktur model (inner model) dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa promosi produk dan diskon produk berpengaruh positif dan signifikan terhadap brand advocacy, brand advocacy, promosi produk dan diskon produk berpengaruh positif dan signifikan terhadap purchase decision, promosi produk berpengaruh positif dan signifikan terhadap purchase decision melalui brand advocacy dan diskon produk berpengaruh positif dan signifikan terhadap purchase decision melalui brand advocacy pada E-Commarce Shopee Kecamatan Medan Johor. The research conducted by the author aims to find out that product promotions and product discounts have a positive and significant effect on brand advocacy, to find out that brand advocacy, product promotions and product discounts have a positive and significant effect on purchase decisions, to find out that product promotions have a positive and significant effect on purchase decisions through brand advocacy and to find out product discounts have a positive and significant influence on purchase decisions through brand advocacy in e-commerce shops. The population in this research is the people of Medan Johor with a total of 156,957 people in 2022, with a research sample of 100 people who were measured using the Slovin formula. The data collection techniques used in this research were questionnaires and interviews. The analysis technique in the research uses SmartPLS (Partial Least Square) starting from model measurement (outer model), model structure (inner model) and hypothesis testing. The research results show that product promotions and product discounts have a positive and significant effect on brand advocacy, brand advocacy, product promotions and product discounts have a positive and significant effect on purchase decisions, product promotions have a positive and significant effect on purchase decisions through brand advocacy and product discounts have a positive effect and significantly towards purchase decisions through brand advocacy at E-Commerce Shopee, Medan Johor District.