PENGGUNAAN E-KATALOG DAN PESAN IKLAN TERHADAP MINAT BELI PRODUK DI JENUIN SHOP DEPOK
Keywords:
E-Catalog, Advertising Messages, Purchase InterestAbstract
In an effort to maintain the business they are running, business actors need to optimize the use of digital marketing. The application of information technology to the business world aims to expand markets and win competition. The aim of this research is to find out and analyze how much influence the use of e-catalogs and advertising messages has on interest in buying products at Jenuin Shop Depok. The research used a quantitative approach through a survey with 120 respondents, namely Jenuin Shop Depok customers. The analysis technique using SEM (Stuctural Equation Modeling) operated by LISREL 8.8 aims to test the relationships between the variables studied. The research results show that there is a significant influence between the use of e-catalogs and advertising messages on interest in purchasing products at Jenuin Shop Depok. The magnitude of the influence of the use of e-catalogs and advertising messages on purchase intention is 0.54 and 0.46 respectively with a total influence contribution of 95%.
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