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

Arianita Dewi, Ni Made and Oktivera, Elsie Analisis Iklan Instant Messaging Line Mempengaruhi Minat Beli Konsumen Starbucks Di Jakarta Selatan. Jurnal Ilmu Komunikasi dan Bisnis, 4 (1). ISSN 2541-0741

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Abstract

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
.
Keywords : Advertising, Consumer Buying Interest, Laswell Communication Model, ICT, Individual Difference Theory

Item Type:	Article
Subjects:	L Education > L Education (General)
Depositing User:	Elsie Oktivera
Date Deposited:	05 Oct 2020 01:29
Last Modified:	05 Oct 2020 01:29
URI:	http://repository.starki.id/id/eprint/219

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