DIGITAL MARKETING IN ONLINE MARKETING CONCEPT: AD CONTENT SELECTION STRATEGY, AD BUDGETING, AND AD POSTING TIME
Main Article Content
Justine
Frederic
David Tenggara
Hendra Jonathan Sibarani
Aisyah
Digital marketing is very important to apply in developing a marketing concept that uses an online system by providing an application that supports the process of selling and marketing products. Some of the things that become the assessment of online application users are the advertisements displayed that provide information that supports the needs of the community in general, because not all people are digital savvy and understand the information conveyed from advertisements displayed either through internet media, television, or bill boards. The research objective is to test and analyse the effect of ad content selection strategy, ad budgeting, and ad posting time on the use of digital marketing in the online marketing concept. This study uses a quantitative approach and tests the research hypothesis using smartpls. The research population is respondents who are in Medan - Deli District in 2022, with total population of 192,933 people using the slovin formula, a sample size of 100 respondents is obtained, where the sampling technique uses simple random sampling. The research results obtained that partially the variables of ad content selection strategy, ad budgeting and ad posting time have a positive and significant effect on the use of digital marketing in the concept of online marketing, while simultaneously the variables of ad content selection strategy, ad budgeting, and ad posting time have a positive and significant effect on the use of digital marketing in the concept of online marketing. This proves that the use of digital marketing has a huge impact on marketing and increasing product sales.
Armstrong, Kotler 2015, “Marketing introducing prentice Hall twelfth edition”. England: Person education.
Armstrong, G., & Kotler, P. (2017). Principles of Marketing. 17th red. New York.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Aryani, Menik. 2021. Analisis Digital Marketing Pada Hotel Kila Di Kabupaten Lombok Barat Terhadap Kepuasan Konsumen. Jurnal Visionary, Vol. 4 No. 1.
Algifari. (2015). Analisis Regresi untuk Bisnis dan Ekonomi. Yogyakarta: BPFE.
Arikunto, S. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Afina Aulia Qolbi.2018. Analisis Perbedaan Jenis Konten dan Hari Posting terhadap Online Engagement Media Sosial Instagram (Healgo). Fakultas Ekonomi dan Bisnis Universitas Brawijaya
Diana Triwardhani, S. M. (2021). STRATEGI PROGRAM LOYALITAS PELANGGAN. In R. Bandung: Penerbit Widina Bhakti Persada.
Dewi. (2011). Manajemen Kearsipan. Jakarta: Prestasi Pustaka.
Fandy Tjiptono, (2013), Pemasaran Jasa, Bayumedia, Malang.
Ferdinand, Augusty. 2014. Metode Penelitian Manajemen. Semarang: BP Universitas Diponegoro.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25, Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro.
Haynes, W.M. 2014. Handbook of Chemistry and Physics. National Institute of Standart Technology. CRC Press. New York.
Harnoto, Fasochah. 2014. Strategi Kepuasan Pelanggan Dalam Mempertahankan Dan Meningkatkan Loyalitas Pelanggan. Jurnal Ekonomi Manajemen Dan Akuntansi. Vol. 21 (36)
MARPAUNG, Fenny Krisna; SIBARANI, Hendra Jonathan. BAGAIMANA PENGARUH DIGITAL MARKETING DAN CAPACITY BUILDING TERHADAP KINERJA UKM DI KOTA MEDAN?. Akrab Juara: Jurnal Ilmu-ilmu Sosial, [S.l.], v. 3, n. 4, p. 35-41, nov. 2018. ISSN 2620-9861.
Sarwono, Jonathan. (2014). Metode Riset Online: Teori, Praktik, dan Pembuatan Aplikasi. Jakata: Elex Media Komputindo.
Sugiyono, (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.
Sugiyono, (2016). Metode Penelitian Kuantitatif, Bandung:CV. Alfabeta.
Villarejo-Ramos, A.F. & Sánchez-Franco. M.J. 2014. Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image, The Journal of Brand Management, pp. 1-24.
