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.

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