Peran Promosi Melalui Iklan Katalog dalam Keputusan Pembelian Konsumen (Studi Kasus Pada Minimarket Indomaret di Kota Bengkalis)

Abstract

In this digital era, there are so many online promotion strategies that can be developed by business people, so that offline promotion is felt, one of which is by using a log as the second alternative in business. This study aims to determine the effect of promotion through catalog advertising on purchasing decisions with a case study at the Indomaret Minimarket in Bengkalis City. The problem in this research is how the effect of catalog advertising on purchasing decisions made by consumers and how much influence it has. The subjects in this study were consumers of the Indomaret Minimarket by taking information from 100 respondents using a questionnaire instrument that was sourced from the development of research instruments. The technique of collecting samples was purposive sampling and then the results of the information were analyzed using correlation and regression analysis. The results showed that there was a significant correlation and effect of promotion with catalog advertising on consumer purchasing decisions, namely 42.1%. This shows that the catalog promotion strategy has an impact in achieve target consumers for a business. Keywords: Promotion Strategy, Catalog Advertising, Purchase Decision, Consumers.

Has the Covid-19 Pandemic Accelerated the Digital Transformation of Micro, Small and Medium-Sized Enterprises in Indonesia?

“…Before the pandemic, consumers would visit a store to buy a product. However, they have preferred to see the digital catalogue provided on social media during the pandemic and to then ask MSMEs to send the selected product through their delivery system (Afis and Handayani, 2020). In their research, Sadikin and Susanti (2020) noticed that during the pandemic there has been a rise in the number of online orders, with this having a significant impact on job creation in Indonesia and innovation in the use of technology.…”

Effect of Brand Image, Price, and Quality Perceived by Consumers on Interest in Buying Wardah Cosmetics Products in Banda Aceh City

“…Brand image is a representation and overall perception of a brand and is formed from past information and experiences of advertisers about that brand [22,23]. The image of the brand is related to attitudes in the form of beliefs and preferences towards a brand [24,25]. Consumers who have a positive image of a brand will be more likely to make a purchase [26].…”

The Influence of Country of Origin and Product Knowledge on Purchase Intentions and Product Evaluation as Mediation Variables

“…In fact, products from developed countries tend to be more in demand, and public appreciation of local creative products is still considered low [12,13]. Product appearance also has its own judgment in the minds of consumers [14,15], shape and color are one of the main attractions for some consumers [16,17,18].…”