Design Strategi Promotion Mix Terhadap Keputusan Memilih Calon Dewan Perwakilan Rakyat Daerah (DPRD) Kota Sukabumi
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Published:
Feb 7, 2024
Keywords:
Pemilua, dewan perwakilan rakyat daeraha, promotion mixa, keputusan memiliha
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Abstract
Tujuannpenelitianiininuntukkmengetahuippengaruh promotionbmix yaitu advertisinga, personalbselling, salesbpromotiona, directbselling danainteractivebmarketing serta evenaandbexperience terhadap Keputusan memilih calon dewannperwakilannrakyatndaerah (DPRD) kota Sukabumi dengan variabel independenta yaitubadvertising (X1), PersonalbSelling (X2). SalesbPromotion (X3), DirectbSelling (X4), InteraktivebMarketing (X5) dan Even andbexperiencea (X6). Untuk variabel dependenta adalah Keputusan memilih (Y) calon dewan perwakilan rakyat daerah kota Sukabumi dengan jumlah populasi sebesar 258.028 pemilih sedangkan teknik penarikan sample dengan menggunakan purposiveasampling denganajumlahasampel sebesar 100aresponden, analisisadataayang digunakan adalah ujiavaliditas dan reabilitas, uji asumsi klasik, analisis korelasi, analisisbdeterminasi, auji hipotesisa dan uji regresi bergandaa. Hasil penelitian menunjukan bahwa promotin mix secaralsimultanlmemilikilpengaruhlpositif danlsignifikan terhadap Keputusanlmemilih calon dewan perwakilan rakyat daerah kota Sukabumi dengan nilai Fhitung > Ftabel sehingga hipotesisa diterima Haa bawa ada pengaruh positif dan signifikan promotions mix terhadap keptusan memilih calon dewan perwakilan rakyat (DPRD) kota Sukabumi sedangkan H0a ditolak.
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Naryono, E. . (2024). Design Strategi Promotion Mix Terhadap Keputusan Memilih Calon Dewan Perwakilan Rakyat Daerah (DPRD) Kota Sukabumi. Economics and Digital Business Review, 5(2), 93–107. https://doi.org/10.37531/ecotal.v5i2.1112
References
Abdullah, t Q.hA., & Yu, J. (2019). Attitudestandtpurchasetintentiontowardstcounterfeiting luxurious fashiontproductstamong yemenitstudents in China. AmericantJournaltoftEconomics, 9 (2), 53-64.
Abraham ,hJ., hTakwin, hB.,h& Suleeman,hJ. (2018). Counterfeittself: Atconfirmatorytfactortanalysis amongtIndonesians. tKasetsart Journal oftSocial Sciences, 39 (3), 518-525. b
Addis, t M., tMiniero, G., & Soscia, tI. (2018). Facingtcontradictorytemotions in eventtmarketing: leveraginghon surprise. Journal of Consumer Marketing, 35(2), 183–193.https://doi. org/10.1108/JCM-06-2016-1862. b
Adenan t, M. tA.,ttAli,J. K., &tRahman, D. tH. tA. tA. (2018). tCountrytof Origin,tBrand Image andtHigh Involvement ProducttTowards Customer Purchase tIntention: EmpiricaltEvidencetof EasttMalaysiantConsumer. tJurnaltManajementDantKewirausahaan, t20(1), 63.https://doi. org/10.9744/jmk.20.1.63-72t
Afonso, t C., Silva, G. tM., tGonçalves, H. M., &tDuarte, M. (2018). tThe roletoftmotivations and involvementtin winettourists’tintention to return: SEM and fstQCA findings. tJournal of BusinesstResearch, t89(June), t313–321.https://doi.org/10.1016/j.jbusres.2017.11.042.
Amiri, t N. Al, Rahim, R. E. A., & Ahmed, G. (2020). Leadership b styles and organizational knowledge management activities: A systematic review. Gadjah Mada International Journal of Business, 22(3), 250–275.https://doi.org/10.22146/gamaijb.49903.
Amstrong, t G dan Khotler P, 2003, Prinsip-prinsip Pemasaran, Jakarta : Erlangga b
Asnawi , t N., B.M. Sukoco., M.A. Fanani. 2020. The role b of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing 11(1): 192-212. b
ATKearney . t (2021). tAtLuxurytGoodstMadetintChina.https://www.kearney.com/consumer-retail/ article?/a1luxury-goodsmade-in-china b
Beauloye , t F. t (2020). tMillennials. tLuxe Digital.https://luxe.digital/businesss/digital-luxsury-speakeasy/millennials/t
Brusch, tI., B. tSchwarz, tand R. tSchmitt. t2019. David versus Goliath - service quality factors for niche providers in online retailing. J. tRetail. tConsum. tServ. 50: 266-276. b
Burnasheva, tR., tGuSuh, tY., &tVillalobos-Moron, tK. (2019). FactorstAffectingtMillennials’tAttitudes towardtLuxurytFashiontBrands: tA Cross-Cultural Study. tInternational Business Research, 12(6), 69–81. https://doi.org/10.5539/ibbr.v12n66p69t
Chen, t J., Teng, L., & Liao, Y. (2018). s Counterfeit luxuries: Does b moral reasoning strategy influence consumers’ pursuit of counterfeits?” Journal of Business Ethics, Vol. 151, pp.249–264. b
Ciptono, t 2022, Prilaku Konsumen, Jakarta : Erlangga b
Coelho, tM. tG. tR., tdetAmorim, J. G. B., &tde Almeida, tV. tM. C. t (2019). Sportstmega-event sponsorship: tThetimpacttof FIFAtreputationtandtworld cup image ton sponsor brand equity. BAR - Brazilian AdministrationtReview, 16 (1).
Cornwell, tT. tB. t (2019). tLesstSponsorshiptAs Advertisingtand More SponsorshiptLinkedtMarketing As AuthentictEngagement. Journaltof Advertising, 48(1), 49–60.
Delafrooz, tN., tRahmati, tY., &tAbdi, tM. t (2019). tThe influencetof electronic word oftmouth on Instagram users: tAn emphasis on consumertsocialization framework. tCogent Business and Management, 6(1).
Deloitte. t (2020). tGlobaltPowerstoftLuxurytGoodst2020tThe NewtAge of Fashiontand Luxury.
Dettmann, tA. t (2020). tIndonesiantFashiontBrands TotLooktOut For.
Eisend, tM. (2019). tMoralityteffectstand consumertresponses totcounterfeit and piratedtproducts: A meta-analysis. tJournaltof Business Ethics, 154, 301–323. b
Farzin, tM., t&tFattahi, tM. t (2018). teWOM throughtsocialtnetworkingtsites and impact ontpurchase intention and brandtimagetin Iran. Journal oftAdvances intManagement Research, 15(2), 161–183.
Han, tJ.H., tandtH.M. tKim. t2019. tThetrole of informationttechnologytuse for increasingtconsumer informedness in crosstbordertelectronic commerce: An empirical study. tElectronictCommerce Research andtApplications 34: 1-16. b
Hashim, tH.,tAbdullah, tS., tShafee, tN. B., tSuhaimi, S., & Ching, T. S. (2019). tAnalysis oftthe factors thattinfluencetcustomer purchase intentionttowards luxurytfashiontgoods. Humanities and SocialtSciencestReviews, 7(5), 454–458.
Heine, tK., tAtwal, tG., t&tHe, tJ. (2019). tManagingtcountry-of-origintaffiliations fortluxury brand-building in China. AustralasiantMarketing Journal, 27(1), 14–23
Hien, tN. tN., tPhuong, tN. tN., tvantTran, tT., t& Thang, tL. tD. t (2020). tTheteffecttoftcountry-of-origintimagetontpurchasetintention: tThetmediatingtroletof brandtimagetandtbrandtevaluation. Management Science Letters, 10(6), 1205–1212.
J.H. tHan, t2019, tRole of place attachmenttdimentionstini touris’tdecision makingtprosesstin cittaslo, JournaltoftdestinationtMarketingtandtManajement
Kapferer, t J. N., & Michaut-Denizeau, A. (2020). s Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury. Journal of Brand Management, 27(1), 35–47.
Khotler t P & Gerry A, 2009, Dasar dasar pemasaran, Jakarta : PT. Index b
Khotler b P, 2008, Manajemen Pemasaran, Jakarta : PT. Prehallindo b
Lee, tJ., tKim, tS. tH., t&tKang, tB. t (2019). tUStDMOtandtMeetingtPlanners, tdottheytreallyENGAGE with each other? Customertengagementtin thetcontext of eventtindustry. Journaltof Convention and EventtTourism, 20(5), 351–374.
Ministrytof Finance. t (2019). tThesetaretthetimpacts andtopportunitiestoftindonesiatas atmiddle-income country. b
Missaghian, t R., & Pizarro Milian, R. (2019). s A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education. Journal of Marketing for Higher Education, 29(2), 153–172. https://doi.org/10.1080/08841241.2018.1549183 b
Montanari, tM. tG., Rodrigues, tJ. M., tDetMouratEngracia Giraldi, J., & Neves, M. F. (2018). s Country of origin effect: tA studytwith Brazilian consumerstintthe luxury market. Brazilian Business Review, t15(4), 348–362.
Naryono Endang, (2020). Strategi Pemasaran, Sukabumi : P3M STIE Pasim
Naryono Endang, (2022). Kewirausahaan, Sukabumi : P3M STIE Pasim
Naryono Endang, 2019, Sistematika Penulisan Skripsi Program Sarjana STIE PASIM Sukabumi, Sukabumi : P3M STIE PASIM
Park, t G., Chen, F., & Cheng, L. (2021). s A study on the millennials usage behavior of social network services: Effects of motivation, density, and centrality on continuous intention to use. Sustainability (Switzerland), 13(5), 1–21. https://doi.org/10.3390/su13052680 b
Parshakov, tP., tNaidenova, tI., t& Barajas, tA. t (2020). tSpillover effect in promotion: tEvidencetfrom video game publishers and eSports tournaments. tJournal of Business Research, 118(November 2018), 262–270.
Rai, tS., t&tNayak, tK. (2018). tRole of eventtpersonalitytandtexhibitors’teudaimonic and hedonic happiness in predicting event advocacy intentions: tan empirical study. tInternational Journal of Eventand FestivaltManagement. b
Schiffman t & t Kanuk, 2008, “Prilaku Konsumen”, Jakarta : PT. Index b
Sel, tZ. tG., t&tAktas, tG. (2019). tAdvertisingtevents: Contenttand semiotictanalyses of CannestFilm Festival posters. EventtManagement, 23(2), 207–221.
Semrad, tK. tJ., t& Rivera, tM. t (2018). tAdvancingtthe 5E’s in festivaltexperience for thetGentY frameworktin the context of eWOM. Journal of DestinationtMarketing and Management, 7, 58–67.
Shin, tH., tLee, tH., t&tPerdue, tR. R. t (2018). tThetcongruityteffectstoftcommercialtbrandsponsorship in a regional event. Tourism Management, 67, 168–179.
Sijoria, tC., tMukherjee, tS., &tDatta, B. (2018). tImpact of thetantecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36(5), 528–542.
Singh, tM., tKaushik, tN. tK., t&tPanghal, tN. t (2020). tFoodtfortThought: EffecttoftAfternoontMeals on ExecutivetFunctioningtof thetBrain. InternationaltArchives oftIntegratedtMedicine, 7(5), 32–38.
Sugiono, t 2022, Metodelogi Penelitian Kuatitatif dan Kualitatif, Bandung : Alfabeta b
Swart, tK., tGeorge, tR., tCassar, J., t& Sneyd, C. (2018). tThe 2014 FIFAtWorldtCup TM: tTourists’ satisfactiontlevelstandtlikelihoodtoftrepeattvisitation to Riotde Janeiro. JournaltoftDestination Marketing andtManagement, 8 (August 2016), 102–113
Article Sidebar
Main Article Content
Abstract
Tujuannpenelitianiininuntukkmengetahuippengaruh promotionbmix yaitu advertisinga, personalbselling, salesbpromotiona, directbselling danainteractivebmarketing serta evenaandbexperience terhadap Keputusan memilih calon dewannperwakilannrakyatndaerah (DPRD) kota Sukabumi dengan variabel independenta yaitubadvertising (X1), PersonalbSelling (X2). SalesbPromotion (X3), DirectbSelling (X4), InteraktivebMarketing (X5) dan Even andbexperiencea (X6). Untuk variabel dependenta adalah Keputusan memilih (Y) calon dewan perwakilan rakyat daerah kota Sukabumi dengan jumlah populasi sebesar 258.028 pemilih sedangkan teknik penarikan sample dengan menggunakan purposiveasampling denganajumlahasampel sebesar 100aresponden, analisisadataayang digunakan adalah ujiavaliditas dan reabilitas, uji asumsi klasik, analisis korelasi, analisisbdeterminasi, auji hipotesisa dan uji regresi bergandaa. Hasil penelitian menunjukan bahwa promotin mix secaralsimultanlmemilikilpengaruhlpositif danlsignifikan terhadap Keputusanlmemilih calon dewan perwakilan rakyat daerah kota Sukabumi dengan nilai Fhitung > Ftabel sehingga hipotesisa diterima Haa bawa ada pengaruh positif dan signifikan promotions mix terhadap keptusan memilih calon dewan perwakilan rakyat (DPRD) kota Sukabumi sedangkan H0a ditolak.
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References
Abdullah, t Q.hA., & Yu, J. (2019). Attitudestandtpurchasetintentiontowardstcounterfeiting luxurious fashiontproductstamong yemenitstudents in China. AmericantJournaltoftEconomics, 9 (2), 53-64.
Abraham ,hJ., hTakwin, hB.,h& Suleeman,hJ. (2018). Counterfeittself: Atconfirmatorytfactortanalysis amongtIndonesians. tKasetsart Journal oftSocial Sciences, 39 (3), 518-525. b
Addis, t M., tMiniero, G., & Soscia, tI. (2018). Facingtcontradictorytemotions in eventtmarketing: leveraginghon surprise. Journal of Consumer Marketing, 35(2), 183–193.https://doi. org/10.1108/JCM-06-2016-1862. b
Adenan t, M. tA.,ttAli,J. K., &tRahman, D. tH. tA. tA. (2018). tCountrytof Origin,tBrand Image andtHigh Involvement ProducttTowards Customer Purchase tIntention: EmpiricaltEvidencetof EasttMalaysiantConsumer. tJurnaltManajementDantKewirausahaan, t20(1), 63.https://doi. org/10.9744/jmk.20.1.63-72t
Afonso, t C., Silva, G. tM., tGonçalves, H. M., &tDuarte, M. (2018). tThe roletoftmotivations and involvementtin winettourists’tintention to return: SEM and fstQCA findings. tJournal of BusinesstResearch, t89(June), t313–321.https://doi.org/10.1016/j.jbusres.2017.11.042.
Amiri, t N. Al, Rahim, R. E. A., & Ahmed, G. (2020). Leadership b styles and organizational knowledge management activities: A systematic review. Gadjah Mada International Journal of Business, 22(3), 250–275.https://doi.org/10.22146/gamaijb.49903.
Amstrong, t G dan Khotler P, 2003, Prinsip-prinsip Pemasaran, Jakarta : Erlangga b
Asnawi , t N., B.M. Sukoco., M.A. Fanani. 2020. The role b of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing 11(1): 192-212. b
ATKearney . t (2021). tAtLuxurytGoodstMadetintChina.https://www.kearney.com/consumer-retail/ article?/a1luxury-goodsmade-in-china b
Beauloye , t F. t (2020). tMillennials. tLuxe Digital.https://luxe.digital/businesss/digital-luxsury-speakeasy/millennials/t
Brusch, tI., B. tSchwarz, tand R. tSchmitt. t2019. David versus Goliath - service quality factors for niche providers in online retailing. J. tRetail. tConsum. tServ. 50: 266-276. b
Burnasheva, tR., tGuSuh, tY., &tVillalobos-Moron, tK. (2019). FactorstAffectingtMillennials’tAttitudes towardtLuxurytFashiontBrands: tA Cross-Cultural Study. tInternational Business Research, 12(6), 69–81. https://doi.org/10.5539/ibbr.v12n66p69t
Chen, t J., Teng, L., & Liao, Y. (2018). s Counterfeit luxuries: Does b moral reasoning strategy influence consumers’ pursuit of counterfeits?” Journal of Business Ethics, Vol. 151, pp.249–264. b
Ciptono, t 2022, Prilaku Konsumen, Jakarta : Erlangga b
Coelho, tM. tG. tR., tdetAmorim, J. G. B., &tde Almeida, tV. tM. C. t (2019). Sportstmega-event sponsorship: tThetimpacttof FIFAtreputationtandtworld cup image ton sponsor brand equity. BAR - Brazilian AdministrationtReview, 16 (1).
Cornwell, tT. tB. t (2019). tLesstSponsorshiptAs Advertisingtand More SponsorshiptLinkedtMarketing As AuthentictEngagement. Journaltof Advertising, 48(1), 49–60.
Delafrooz, tN., tRahmati, tY., &tAbdi, tM. t (2019). tThe influencetof electronic word oftmouth on Instagram users: tAn emphasis on consumertsocialization framework. tCogent Business and Management, 6(1).
Deloitte. t (2020). tGlobaltPowerstoftLuxurytGoodst2020tThe NewtAge of Fashiontand Luxury.
Dettmann, tA. t (2020). tIndonesiantFashiontBrands TotLooktOut For.
Eisend, tM. (2019). tMoralityteffectstand consumertresponses totcounterfeit and piratedtproducts: A meta-analysis. tJournaltof Business Ethics, 154, 301–323. b
Farzin, tM., t&tFattahi, tM. t (2018). teWOM throughtsocialtnetworkingtsites and impact ontpurchase intention and brandtimagetin Iran. Journal oftAdvances intManagement Research, 15(2), 161–183.
Han, tJ.H., tandtH.M. tKim. t2019. tThetrole of informationttechnologytuse for increasingtconsumer informedness in crosstbordertelectronic commerce: An empirical study. tElectronictCommerce Research andtApplications 34: 1-16. b
Hashim, tH.,tAbdullah, tS., tShafee, tN. B., tSuhaimi, S., & Ching, T. S. (2019). tAnalysis oftthe factors thattinfluencetcustomer purchase intentionttowards luxurytfashiontgoods. Humanities and SocialtSciencestReviews, 7(5), 454–458.
Heine, tK., tAtwal, tG., t&tHe, tJ. (2019). tManagingtcountry-of-origintaffiliations fortluxury brand-building in China. AustralasiantMarketing Journal, 27(1), 14–23
Hien, tN. tN., tPhuong, tN. tN., tvantTran, tT., t& Thang, tL. tD. t (2020). tTheteffecttoftcountry-of-origintimagetontpurchasetintention: tThetmediatingtroletof brandtimagetandtbrandtevaluation. Management Science Letters, 10(6), 1205–1212.
J.H. tHan, t2019, tRole of place attachmenttdimentionstini touris’tdecision makingtprosesstin cittaslo, JournaltoftdestinationtMarketingtandtManajement
Kapferer, t J. N., & Michaut-Denizeau, A. (2020). s Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury. Journal of Brand Management, 27(1), 35–47.
Khotler t P & Gerry A, 2009, Dasar dasar pemasaran, Jakarta : PT. Index b
Khotler b P, 2008, Manajemen Pemasaran, Jakarta : PT. Prehallindo b
Lee, tJ., tKim, tS. tH., t&tKang, tB. t (2019). tUStDMOtandtMeetingtPlanners, tdottheytreallyENGAGE with each other? Customertengagementtin thetcontext of eventtindustry. Journaltof Convention and EventtTourism, 20(5), 351–374.
Ministrytof Finance. t (2019). tThesetaretthetimpacts andtopportunitiestoftindonesiatas atmiddle-income country. b
Missaghian, t R., & Pizarro Milian, R. (2019). s A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education. Journal of Marketing for Higher Education, 29(2), 153–172. https://doi.org/10.1080/08841241.2018.1549183 b
Montanari, tM. tG., Rodrigues, tJ. M., tDetMouratEngracia Giraldi, J., & Neves, M. F. (2018). s Country of origin effect: tA studytwith Brazilian consumerstintthe luxury market. Brazilian Business Review, t15(4), 348–362.
Naryono Endang, (2020). Strategi Pemasaran, Sukabumi : P3M STIE Pasim
Naryono Endang, (2022). Kewirausahaan, Sukabumi : P3M STIE Pasim
Naryono Endang, 2019, Sistematika Penulisan Skripsi Program Sarjana STIE PASIM Sukabumi, Sukabumi : P3M STIE PASIM
Park, t G., Chen, F., & Cheng, L. (2021). s A study on the millennials usage behavior of social network services: Effects of motivation, density, and centrality on continuous intention to use. Sustainability (Switzerland), 13(5), 1–21. https://doi.org/10.3390/su13052680 b
Parshakov, tP., tNaidenova, tI., t& Barajas, tA. t (2020). tSpillover effect in promotion: tEvidencetfrom video game publishers and eSports tournaments. tJournal of Business Research, 118(November 2018), 262–270.
Rai, tS., t&tNayak, tK. (2018). tRole of eventtpersonalitytandtexhibitors’teudaimonic and hedonic happiness in predicting event advocacy intentions: tan empirical study. tInternational Journal of Eventand FestivaltManagement. b
Schiffman t & t Kanuk, 2008, “Prilaku Konsumen”, Jakarta : PT. Index b
Sel, tZ. tG., t&tAktas, tG. (2019). tAdvertisingtevents: Contenttand semiotictanalyses of CannestFilm Festival posters. EventtManagement, 23(2), 207–221.
Semrad, tK. tJ., t& Rivera, tM. t (2018). tAdvancingtthe 5E’s in festivaltexperience for thetGentY frameworktin the context of eWOM. Journal of DestinationtMarketing and Management, 7, 58–67.
Shin, tH., tLee, tH., t&tPerdue, tR. R. t (2018). tThetcongruityteffectstoftcommercialtbrandsponsorship in a regional event. Tourism Management, 67, 168–179.
Sijoria, tC., tMukherjee, tS., &tDatta, B. (2018). tImpact of thetantecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36(5), 528–542.
Singh, tM., tKaushik, tN. tK., t&tPanghal, tN. t (2020). tFoodtfortThought: EffecttoftAfternoontMeals on ExecutivetFunctioningtof thetBrain. InternationaltArchives oftIntegratedtMedicine, 7(5), 32–38.
Sugiono, t 2022, Metodelogi Penelitian Kuatitatif dan Kualitatif, Bandung : Alfabeta b
Swart, tK., tGeorge, tR., tCassar, J., t& Sneyd, C. (2018). tThe 2014 FIFAtWorldtCup TM: tTourists’ satisfactiontlevelstandtlikelihoodtoftrepeattvisitation to Riotde Janeiro. JournaltoftDestination Marketing andtManagement, 8 (August 2016), 102–113