The Increasing Consumer Interest in Buying Through Electronic and Endorsement Advertising Media in Tangerang City Sport Mall Shop

Abstract

The purpose of this study was to determine the effect of electronic media advertising and endorsement on consumer buying interest in the physical sport shop in Tangerang City Mall. The period used in this study is 2 (months) months, from July to August 2018.

This research uses a quantitative descriptive approach. The population in this study were 172 people who knew and used specs shoes as well as advertisements in online electronic media. The sampling technique used was purposive sampling and obtained a sample of 63 people. Data analysis techniques used were descriptive statistics, regression tests, correlation tests and hypothesis tests.

The results showed that partially electronic media advertising had a positive and significant effect on consumer buying interest, indicated by the count value> t table (3.779> 1.999) and a significance of 0,000. For the endorsement variable partially positive and significant effect on consumer buying interest is indicated by the value of t arithmetic> t table (4,112> 1,999) and a significance of 0,000. Simultaneously electronic media advertising and endorsement had a positive and significant effect on company value, indicated by the calculated F value> F table (16.908> 3.15) and a significance of 0.000. The ability of electronic media advertising and endorsement variables in explaining consumer buying interest is 25.3%, as indicated by the size of the adjusted R square of 0.253 while the remaining 74.8% is influenced by other factors not included in the research model. With the value of the multiple linear regression equation Y = 3.757 + 0.285 X1 + 0.418 X2.  The value of multiple correlation equations is 0.503 which has a moderate level of relationship intervals.

Keywords: Consumer Buyinh Interest, electronic media advertising, and Endorsement.

DOI: 10.7176/JMCR/63-07

Publication date: December 31^st 2019