Theme : Perilaku Konsumen /
Behavior Consumen
Promotion Mix In The Internet As
An Effective Tool To Influence Purchasing Decision Of Ring Back Tone
(RBT)
Reni Kusumawati Diah, University Gunadarma, Indonesia
Budi Prijanto, University Gunadarma, Indonesia
Syntha Noviyana, University Gunadarma, Indonesia
ABSTRACT
As
the development of mobile phone technology (hand phone), a variety of
interesting features emerge. Certain circles exploit this by creating a
creative product in the form of a personal dial tone (Ring Back Tone / RBT).
From the consumer point of view, purchasing and using of RBT can be used as a
means to express their personalities. This study aims to (1) assess the
influence of the promotion mix on the internet (advertising programs, sales
promotion, public relations, personal selling, and direct marketing) to the
purchase decision of RBT either simultaneously or partial, (2) to find out
contribute effect of the promotion mix on the internet towards purchasing
decisions of RBT. The populations of this study are phone cell users and
internet in the Greater Jakarta area, with a specified number of samples as
many as 150 people. The research method used is by distributing questionnaires,
which further tested using statistical methods of multiple regressions (F test
and t test) and determine the coefficient of determination. The results showed
that (1) simultaneously, the promotion mix influence on purchasing decisions of
RBT, while the partial states that only part of the promotion mix on the
Internet: advertising and direct marketing variables that influence purchasing
decisions of RBT via the internet. (2) promotion mix on the internet contribute
influence on purchasing decision of BT by 40.20%, rest influenced by other
variables not included in the model.
Keywords: Ring Back Tone, Promotion Mix in the internet,
Purchasing Decisions over the Internet
1. INTRODUCTION
the development of mobile phone
technology (mobile phone) is currently very rapid. This situation in exploited
by cellular
The development of mobile phone
technology (mobile phones) is currently very rapid. This situation is
exploited by cellular network operators and content providers to launch
new products, one of which is a personal dial tone (Ring Back Tone /
RBT). RBT is a service that can be utilized by mobile phone users, where
customers can choose music as well as the standard RBT, until the call is
connected. In addition to bringing many benefits to various parties, business
RBT can provide a role in saving the record industry of the dangers of piracy.
In the era of the 90s, beside
outdoor media as a means to advertise, the company knows only newspapers,
tabloids, magazines, radio, television, and cinema. With the discovery of the
World Wide Web, activities related to advertising began to change. When it
became known the existence of Internet marketing, which use of the
Internet media to achieve marketing objectives and supports the concept of
modern marketing. The company saw that online media is one of effective
and efficient media to gain and retain customer, this is in accordance with the
Efendy [8] opinion which says that communication through the media more and
more effective and efficient because it is supported by information and
communication technologies are increasingly sophisticated.
Online marketing channel
such as banner, e-mail, promotions, etc., is forecast to increase
rapidly compared to other media. Peterson et al. [17] argued that the potential
impact of the internet must recognize the heterogeneity and complexity of
consumer markets and alternate shopping channels. Alba et al. [5] recognizes
the importance of product differences and
consumer differences in the success of electronics market. Some researchers
have examined the Website attributes that can be manipulated to attract
consumers (Sautter, Hyman, and Lukosius) [19]. Chen, Yubo and Xie [6] states
that information technology can improve sales information online.
Alba
et al. [5] indicates greater reliability of the information that came from a
visit to the store. However, Klein [12] argued that the multimedia capabilities
of the Web can transform the product experience into the product search with
replacing a visit to the store with virtual visiting. In contrast, Girard,
Silverblatt, and Korgaonkar [9] found that the preference for online shopping
is very strong for the products search such as books and PC where most of the
key attributes can be determined online.
Consumers
like shopping online if consumers want to be able to shop faster, but consumers
prefer offline shopping for products that are personal in which consumers want
to see or touch it before buying (Lynch, Kent, and Srinivasan [15]; Chiang and
Dholskia [7]; M. Levin, Levin P., and Weller, [14]; Zhou, Chiang, and Zhang, [19];
Lohse, Bellman, and Johnson, [13]).
Haryono,
Fauzi, and Arifin [10] declare variable brands, physical evidence, advertising,
sales promotion, sales by word of mouth effecting either partially or
simultaneously influence purchasing decisions. Karjaluoto, Leppdniemi, and Salo
[11] states that marketing through mobile media is an effective two-way
marketing, and an interactive channel that can be utilized to encourage the
sale of products and services, and technologies should be included in the
planning and execution of marketing. Sularto [20] results show advertising
programs via Internet, through e-mail marketing, and processing of advertising
information affects purchasing decisions. Odunlami and Ogunsiji [16] states
that the effective implementation of sales promotion tools led to an increase
in sales volume and profit.
Based
on the above explanation, the purpose of this study was to determine whether or
not the influence of the promotion mix: advertising programs, sales promotion,
public relations, personal selling and direct marketing, either simultaneously
or partial response to a purchase decision of RBT.
2. RESEARCH METHODS
2.1. Population and Sample
The populations in this study
were all mobile and internet users in the Greater Jakarta area whose numbers
cannot be known with certainty. The samples are 150 respondents using purposive
sampling techniques, samples taken with the intent or purpose. A person is
taken as a sample / respondents because it was considered that a person has the
information necessary for this study.
2.2. Research Instruments
and Measurement Scale
The instrument used was a
questionnaire study. Questionnaires are created and used from modification of
some previous research questionnaires Adaobi [1] and Rangkuti [18]. The scale of
measurement used in this questionnaire is a Likert scale of 1-5. Before
distributed to respondents, the questionnaire has passed the stage of test
validity and reliability.
2.3. Research model
To achieve the research
objectives that have been set, it is developing a research model which is a
modification of the model of Ajzen [3] as follows:
promotion :
Advertising (X1) >> Purchase Decision (Y)
Sales Promotion (X2) >> Purchase Decision (Y)
Public Relation (X3) >> Purchase Decision (Y)
Personal Selling (X4) >> Purchase Decision (Y)
Direct Marketing (X5) >> Purchase Decision (Y)
Figure1. Research Model
2.4.
Method of Analysis
The
method of analysis used in this study is multiple regression method which
consists of several stages including: 1) F Test / Anova, 2) t Test, and 3)
Coefficient of determination (R 2). F test used to determine whether or not the
influence of promotional mix variables on purchase decisions of RBT
simultaneously, whereas the t test used to determine whether or not the
influence of promotional mix on the Internet on purchasing decisions of RBT
partially. The coefficient of determination (R 2) is used to determine the
contribution of the promotion mix on the internet influence to purchasing
decisions of RBT. The third stage of the above methods of analysis carried out
by using SPSS statistical software (Statistics for Product and Services
Solution).
3. RESULT
To answer the first goal in the
first part of this study, to determine whether or not the influence of
promotional mix on the internet to decisions purchase of RBT simultaneously
used the F test / Anova. Software SPSS output to this test as follows:
Table1. SPSS Software Exodus F Test Results
ANOVA
|
Model
|
Sum of Squares
|
df
|
Mean Square
|
F
|
Sig.
|
|
1.
Regression
|
1135.919
|
5
|
227.184
|
19.392
|
.000*
|
|
Residual
|
1687.041
|
144
|
11.716
|
|
|
|
Total2822.960
|
149
|
|
|
|
|
a.
Predictors:
(Constant), Direc Marketing (X5), Ad(X1), Public Relation (X3), Sales Promotion
(X2), Sales Persons (X4)
b. Dependent Variable: Purchase Decision
(Y)
Based on the above table is known
that the value of F count = 19.392 greater than the F table = 2.434 and
Sig.column = 0.000 is smaller than α was set at 0.05, it can be stated that the
promotion mix simultaneously on the Internet influence on purchasing decisions
of RBT.
To answer the first
goal in the second part of this study, to determine whether there is an
influence of the promotion mix decisions on the internet to purchase RBT
partially used t test. Software SPSS output to test this as follows:
Table2.
Exodus Software SPPS t Test Results
|
Model
|
Unstandardized Coefficients
|
Standardized Coefficients
|
t
|
Sig.
|
|
|
B
|
Std. Error
|
Beta
|
|||
|
1. (Constant)
|
-1.79E-02
|
1.124
|
|
-0.016
|
0.987
|
|
Advertising
|
0.181
|
0.04
|
0.397
|
4.477
|
0
|
|
Sales Promotion
|
2.51E-02
|
0.12
|
0.021
|
0.208
|
0.835
|
|
Public Relations
|
1.61E-02
|
0.094
|
0.016
|
0.171
|
0.864
|
|
Individual Sales
|
1.08E-01
|
0.229
|
0.048
|
0.47
|
0.639
|
|
Direct Marketing
|
2.22E-01
|
0.098
|
0.242
|
2.255
|
0.026
|
a Dependent Variable: Purchase Decision (Y)
Independent variables (advertising,
sales promotion, public relations, personal selling and direct marketing) is
said to be partially affected to variable Y (RBT purchasing decisions) if t
count bigger than t table 1.976, or less than the significance level α set
(0.05) . Based on the above statement, then it can be stated that the only
advertising and direct marketing variables that influence purchasing decisions
of RBT on the internet.
To answer the second objective in
this study, to know the contribution on the internet effect of the promotion
mix (advertising programs, sales promotion, public relations, personal selling
and direct marketing) to the purchase decision of RBT, used multiple
correlation analysis. Software SPSS output for this analysis as follows:
Table3.
Multiple Correlation Analysis SPSS output
|
Model
|
R
|
R Square
|
Adjusted R Square
|
Std. Error of the Estimate
|
|
1
|
.634*
|
.402
|
.382
|
3.4228
|
a.
Predictors: (Constant), Direct Marketing (X5), Ad (X1), Public Relations (X3),
Sales Promotion (X2), Sales Persons (X4)
b. Dependent Variable:
Purchase Decision (Y)
QBased on the above
table exactly in R Square column visible number 0.402, this means that
donations influence promotional mix on the internet to purchase decision of RBT
amounted to 40.20%, while the rest is influenced by other variables not
included in the model.
4. DISCUSSION
Variable advertising and direct
marketing either partially or simultaneously influence on purchasing decisions
of RBT. The both regression coefficient values of these variables is positive,
this means that the higher frequency of advertising and direct marketing, there
will be a rise in purchasing decisions of RBT. In other words, when advertising
and direct marketing of RBT on the Internet increases, it will be accompanied
by concrete actions consumers to make purchases of RBT increasing as well.
Sales promotion, public relations,
and personal selling partially no effect on purchasing decisions, but
simultaneously influence on purchasing decisions of RBT. This statement
contains the intent that if a sales promotion, public relations, and personal
selling performed individually will have no effect on purchasing decisions of
RBT but if done together it will happen otherwise.
Other variables that
influence purchasing decisions of RBT, outside of promotion mix on the internet
(advertising, sales promotion, public relations, personal selling and direct
marketing), can be a variable price, brand, consumer attitudes, product
quality, advertising media, and other.
The results of this study
support previous research conducted by Odunlami and Ogunsiji[16] which states
that the effective implementation of sales promotion tools led to an increase
in sales volume and profit, Sularto[20] research which showed that the advertising program
through the internet, via e-mail marketing influence on purchasing decisions,
and research conducted by Alba et al.[5] which recognizes the importance of product differences
and consumer differences in the success of electronics market.
However, the results of this
study do not support previous research conducted by Haryono, Fauzi, and Arifin[10] which states
the brand variables, physical evidence, advertising, sales promotion, sales by
word of mouth effect either partially or simultaneously on purchase decisions,
because the results of this study only the variable advertising and direct
marketing course that influence purchasing decisions.
Looking at the technological
developments that occurred today and the rapid changes in communications
systems carried by the participants of social media and internet, then a better
understanding of the technology is very important.
The increasing number of personal wireless devices like
mobile phones that connect to the Internet allows manufacturers to offer
products over the internet. Marketing trends have changed with the use of the
Internet media that has proven quite effective in terms of cost, and target
markets with a wider range. However, the results showed that not all
promotional mix variables can be used to promote through the internet. Only
advertising and direct marketing that can influence purchase decisions,
especially for products RBT.
5. CONCLUSION
This study states that (1)
simultaneously can be demonstrated that the promotion mix on the Internet that
consists of: advertising, sales promotion, public relations, personal selling,
and direct marketing have an influence on purchasing decisions of RBT, the
partial states that only part of the promotions mix on the internet
(advertising and direct marketing variables) that influence purchasing
decisions of RBT, while other variables (sales promotion, public relations, and
sales individuals) had no effect, (2) promotion mix on the internet to
contribute an influence on purchasing decisions of RBT amounting to 40.20%,
rest influenced by other variables not included in the model.
AUTHORS BIOGRAPHIES
Reni Diah Kusumawati is Doctoral
student of Economic at Department of Management Sciences Gunadarma University,
Depok, Indonesia. She has done her Magister Management of Information System.
She also Bachelor Degree in Economic science majoring of management from
Gunadarma University. She is working as Lecturer at Gunadarma University. Budi
Prijanto is dean assistant at Department of Economic, Gunadarma University, Depok,
Indonesia. As a dean assistant, he is handling student activities around
campus. He is a Doctoral student of Economic at Department of Management
Sciences Gunadarma University. Mr. Budi has more than 10 research publications
in peer reviewed journals and proceedings conferences. Syntha Noviyana is
Doctoral student of Economic at Department of Management Sciences Gunadarma
University, Depok, Indonesia. She has done her Magister Management of
Information System. She also Bachelor Degree in Economic science majoring of
accounting from Gunadarma University. She is working as Lecturer at Gunadarma
University.
REFERENCES
1. Adaobi,
Nwagbologu, 2010, Sales Promotion as an Effective Promotional Tools for
Influencing Consumers Buying Decision in Beverages Industry (A Case Study of
Cadbury Nigeria PLC).
2. Ajzen,
Icek dan Martin Fishbein, 2004, The Influence of Attitudes on Behavior.
3. Ajzen,
Icek, 1991, The Theory of Planned Behavior, Organizational Behavior and
Human Decision Process.
4. Ajzen,
Icek dan Martin Fishbein, 1980, Understanding Attitudes and Predicting
Social Behavior, Prentice-Hall, New Jersey.
5. Alba,
J., J. Lynch, B. Weitz, C. Janiszewski, R. Lutz, A. Sawyer, and S. Wood. 1997. Interactive
Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate
in Electronic Marketplaces. Journal of Marketing, Vol. 61: 38-53.
6. Chen,
Yubo and Xie, Jinhong. 2004. Online Consumer Review: A New Element of
Marketing Communications Mix.
7. Chiang,
K. and Dholakia, R. Ruby. 2003. Factors Driving Consumer Intention to Shop
On-line: An Empirical Investigation. Journal of Consumer Psychology, Vol.
13, No. 1 and 2: 98-105.
8. Effendy,
2003, Ilmu, Teori dan Filsafat Komunikasi, Bandung: PT. Citra Aditya Bakti.
9. Girard,
T., R. Silverblatt, and P. Korgaonkar. 2002. Influence of Product Class on
Preference for Shopping on the Internet. Journal of Computer-Mediated
Communication, Vol. 8: 1-22.
10. Haryono,
Sigit, Fauzi D.H., Ahmad, Arifin, Zainul. 2002, Analisis Beberapa Atribut
Produk dan Bauran Promosi serta Implikasinya terhadap Keputusan Pembelian.
11. Karjaluoto,
Heikki, Leppaniemi, Matti, and Salo. 2004. Factors Influencing Consume
Willingness to Accept Mobile Advertising. A Conceptual Model. lnternational
Joumal of Mobile Communications, Vol. 2 (3).
12. Klein,
L.R. 1998. Evaluating the Potential of Interactive Media through a New Lens:
Search Versus Experience Goods. Journal of Business Research, Vol. 4, No.
3: 195-203.
13. Lohse
L. Gerald, Bellman, S., Johnson J. Eric, 2000, Consumer buying behavior on
the Internet: Findings from panel data, Journal of Interactive Marketing.
14. Levin,
Aron M., Irwin P. Levin, Joshua A. Weller, 2005, A Multi-Attribute Analysis
of Preferences for Online and Offline Shopping: Differences Across Products,
Consumers, and Shopping Stages, Journal of Interactive Marketing.
15. Lynch,
P.D., R.J. Kent, and S. Srinivasan. May-June 2001. The Global Internet
Shopper: Effects of Trust, Affect, and Site Quality in Shopping Tasks for Low-
and High-touch Products in Twelve Countries. Journal of Advertising
Research, Vol. 41: 15-23.
16. Odunlami,
B. Ibojo, and Ogunsiji, Amos. 2011. Effect of Sales Promotion as a Tool on
Organizational Performance (A case Study of Shunshine Plastic Company). Journal
of Emerging Trends in Economics and Management Science (JETEMS) 2 (1): 9-13.
17. Peterson,
R.A., S. Balasubramanian, and B.J. Bronnenberg. 1997. Exploring the
Implications of the Internet for Consumer Marketing. Journal of the Academy
of Marketing Science, Vol. 25, No. 4: 329-346.
18. Rangkuti,
Freddy, 2009, Strategi Promosi yang Kreatif dan Analisis Kasus Integrated
Marketing Communication.
19. Sautter,
P., M. H. Hyman, and V. Lukosius. 2004. E-Tail Atmospherics: A Critique of
the Literature and Model Extension. Journal of Electronic Commerce
Research, Vol. 5, No. 1: 14-24.
20. Sularto,
Lana, 2007, Pengaruh Pelaksanaan Program Periklanan di Internet dan Pemasaran
melalui E-mail terhadap Pemrosesan Informasi Periklanan serta Implikasinya
terhadap Keputusan Pembelian Produk di Wilayah Jabodetabek.
21. Zhou,
L., W.K. Chiang, and D. Zhang. 2004. Discovering Rules for Predicting
Customers’ Attitude Toward Internet Retailers. Journal of Electronic
Commerce Research, Vol. 5, No. 4: 228-238.
