文章基本信息

标题：THE INFLUENCE OF INTERNET ADVERTISING PROGRAM ON THE DECISION TO PURCHASE SME PRODUCTS AT THE HOUSEHOLD APPLIANCE INDUSTRY, METAL / IRON INDUSTRY AND ELECTRONIC INDUSTRY IN DEPOK
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作者：Pratama Aditya Budiyanto ; Lana Sularto
期刊名称：Faculty of Economics
出版年度：2009
卷号：0
期号：0
语种：English
出版社：Faculty of Economics
摘要：In this era of globalization and information technology many challenges arefaced by businessmen of MSME (Micro, small, and medium), because a lot offoreign products are coming to Indonesia having a more competitive price, thissituation is influenced by the high consumer interest to buy these products dueto its quality and its lower price. Factors perceived by SMEs, especially SMEsin the appliance industry, metal / steel industry and electronic industry are thelack of information about what the consumers need (Customer needs) and notbeing informed to the society and consumers concerning the products. This factcauses difficulties of designing the product according to the customers desiresand it also causes the lack of knowledge about the consumer purchasing power.For SMEs, this lack of information gives several impact, among others: (1) Themarket potential is very limited, (2) Products are produced not according to thecustomers desire because of not having the knowledge of what the consumersactually want.(3) the products do not sell because of not knowing the societypurchasing power. The result of this study showes that the decision of Internetusers to purchase SMEs products at the household appliances industry, metal /iron industry and electronic industry is influenced by the variables in theinternet advertising program. From the analysis it can be concluded that thedecision to purchase is mostly influenced by the advertising programs of thePP4 variable as the advertising programs on the internet is only to remind theconsumer about the products required by customers. This fact can be seen fromthis equation = 0987 Å ¶ 0.056X1 0.193X2 1.061X3 1.776X4 0.051X5 1.530X60.865X7 that provide an u nderstanding to the Internet users about the productsof SMEs in the household appliance industry, metal industry / steel