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
摘要：In this era of globalization and information technology many challenges are faced by businessmen of MSME (Micro, small, and medium), because a lot of foreign products are coming to Indonesia having a more competitive price, this situation is influenced by the high consumer interest to buy these products due to its quality and its lower price. Factors perceived by SMEs, especially SMEs in the appliance industry, metal / steel industry and electronic industry are the lack of information about what the consumers need (Customer needs) and not being informed to the society and consumers concerning the products. This fact causes difficulties of designing the product according to the customers desires and it also causes the lack of knowledge about the consumer purchasing power. For SMEs, this lack of information gives several impact, among others: (1) The market potential is very limited, (2) Products are produced not according to the customers desire because of not having the knowledge of what the consumers actually want.(3) the products do not sell because of not knowing the society purchasing power. The result of this study showes that the decision of Internet users to purchase SMEs products at the household appliances industry, metal / iron industry and electronic industry is influenced by the variables in the internet advertising program. From the analysis it can be concluded that the decision to purchase is mostly influenced by the advertising programs of the PP4 variable as the advertising programs on the internet is only to remind the consumer about the products required by customers. This fact can be seen from this equation = 0987 Å ¶ 0.056X1 0.193X2 1.061X3 1.776X4 0.051X5 1.530X6 0.865X7 that provide an u nderstanding to the Internet users about the products of SMEs in the household appliance industry, metal industry / steel
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