[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-id-113":3,"doc-seo-236420-113":41,"doc-detail-236420-id":114},{"code":4,"msg":5,"data":6},0,"success",[7,13,17,21,25,29,33,37],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":4,"slug":12},178,1,"Template","Faktur","faktur",{"id":14,"doc_module":9,"doc_module_name":10,"category_name":15,"show_sort_weight":4,"slug":16},192,"Formulir","formulir-192",{"id":18,"doc_module":9,"doc_module_name":10,"category_name":19,"show_sort_weight":4,"slug":20},180,"Media Sosial","media-sosial",{"id":22,"doc_module":9,"doc_module_name":10,"category_name":23,"show_sort_weight":4,"slug":24},179,"Poster","poster",{"id":26,"doc_module":9,"doc_module_name":10,"category_name":27,"show_sort_weight":4,"slug":28},176,"Presentasi","presentasi",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":4,"slug":32},177,"Resume","resume",{"id":34,"doc_module":9,"doc_module_name":10,"category_name":35,"show_sort_weight":4,"slug":36},182,"Surat","surat-a95d00d3aaf04f3b854ecf140f00d385",{"id":38,"doc_module":9,"doc_module_name":10,"category_name":39,"show_sort_weight":4,"slug":40},183,"Umum","umum-07d1ff437201438088836b2b1ed3c90f",{"code":4,"msg":42,"data":43},"ok",{"site_id":44,"language":45,"slug":46,"title":47,"keywords":48,"description":49,"schema_data":50,"social_meta":107,"head_meta":109,"extra_data":111,"updated_unix":113},113,"id","the-effect-of-bukalapak-ad-exposure-on-television-and-sales-promotion-on-purchase-decisions-on-bukalapak-online-marketplace-research-background","Pengaruh Terpaan Iklan Bukalapak di Televisi dan Promosi Penjualan terhadap Keputusan Pembelian di Situs Jual Beli Online Bukalapak - Latar Belakang Penelitian","","Penelitian ini mengkaji pengaruh terpaan iklan Bukalapak di televisi serta promosi penjualan terhadap keputusan pembelian pada situs jual beli online Bukalapak. Beriklan di televisi dan promosi penjualan dipandang sebagai strategi pemasaran yang banyak digunakan e-commerce untuk mendorong konsumen bertransaksi. Studi ini menggunakan teori advertising exposure dan behavioral learning, dengan sampel 70 responden di Kota Semarang. Analisis dilakukan melalui uji regresi linier. Hasil menunjukkan terpaan iklan dan promosi penjualan berpengaruh signifikan terhadap keputusan pembelian, dengan kontribusi varians sebesar 47,6% dan 60,7%.",{"@graph":51,"@context":106},[52,68,89],{"@type":53,"itemListElement":54},"BreadcrumbList",[55,59,62,65],{"item":56,"name":57,"@type":58,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":60,"name":10,"@type":58,"position":61},"https://docshare.wps.com/id/template/",2,{"item":63,"name":39,"@type":58,"position":64},"https://docshare.wps.com/id/template/umum/",3,{"item":66,"name":47,"@type":58,"position":67},"https://docshare.wps.com/id/template/the-effect-of-bukalapak-ad-exposure-on-television-and-sales-promotion-on-purchase-decisions-on-bukalapak-online-marketplace-research-background/236420/",4,{"url":66,"name":47,"@type":69,"image":70,"author":75,"headline":47,"publisher":78,"fileFormat":81,"inLanguage":45,"description":49,"dateModified":82,"datePublished":83,"encodingFormat":81,"isAccessibleForFree":84,"interactionStatistic":85},"DigitalDocument",{"url":71,"@type":72,"width":73,"height":74},"https://docshare.wps.com/thumbnails/the-effect-of-bukalapak-ad-exposure-on-television-and-sales-promotion-on-purchase-decisions-on-bukalapak-online-marketplace-research-background/236420.png","ImageObject",442,249,{"name":76,"@type":77},"McGucket","Person",{"url":56,"name":79,"@type":80},"DocShare","Organization","application/pdf","2026-09-21","2026-09-11",true,{"@type":86,"interactionType":87,"userInteractionCount":61},"InteractionCounter",{"@type":88},"ViewAction",{"@type":90,"mainEntity":91},"FAQPage",[92,98,102],{"name":93,"@type":94,"acceptedAnswer":95},"Apa tujuan penelitian ini?","Question",{"text":96,"@type":97},"Penelitian bertujuan mengetahui pengaruh terpaan iklan dan promosi penjualan terhadap keputusan pembelian di situs jual beli online Bukalapak.","Answer",{"name":99,"@type":94,"acceptedAnswer":100},"Teori apa yang digunakan dalam penelitian?",{"text":101,"@type":97},"Teori yang digunakan adalah advertising exposure theory dan behavioral learning theory.",{"name":103,"@type":94,"acceptedAnswer":104},"Bagaimana metode analisis data yang digunakan?",{"text":105,"@type":97},"Analisis data menggunakan uji regresi linier untuk melihat pengaruh terpaan iklan dan promosi penjualan terhadap keputusan pembelian.","https://schema.org",{"og:url":66,"og:type":108,"og:title":47,"og:site_name":79,"og:description":49},"article",{"robots":110,"canonical":66},"index,follow",{"doc_id":112,"site_id":44},236420,1790023663,{"code":4,"msg":5,"data":115},{"doc_id":112,"user_id":116,"nickname":76,"user_avatar":117,"doc_module":9,"category_id":38,"category_name":39,"doc_title":47,"doc_description":49,"doc_content":118,"file_id":119,"file_url":120,"file_type":121,"file_size":122,"view_count":9,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":123,"language":124,"language_code":45,"site_id":44,"html_lang":45,"table_of_contents":125,"faqs":126,"seo_title":127,"seo_description":49,"update_tm":128,"read_time":64},1236954412713,"https://us-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","Pengaruh Terpaan Iklan Bukalapak di Televisi dan Promosi Penjualan terhadap Keputusan Pembelian di Situs Jual Beli online Bukalapak.  \nMuhammad Adrian Reynald Sukma Adhy, Sri Widowati Herieningsih  \n[adrian7994@gmail.com](adrian7994@gmail.com)  \nDepartemen Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik  \nUniversitas Diponegoro  \nJl. Prof. H. Soedarto, SH Tembalang Semarang Kotak Pos 1269 Telepon (024) 7465407 Faksimile (024) 7465405 Laman: [http://www.fisip.undip.ac.id Email:](http://www.fisip.undip.ac.id Email:) [fisip@undip.ac.id](fisip@undip.ac.id)  \nABSTRAK  \nBeriklan di televise dan promosi penjualan merupakan strategi pemasaran yang saat ini banyak dipilih oleh perusahaan e-commerce untuk menarik konsumen bertransaksi, salah satunya adalah Bukalapak yang pada tahun 2018 memilki belanja iklan televise tertinggi dan kerap melakukan promosi penjualan. Namun, Bukalapak belumberhasil meraihposisi teratas sebagaisitus jual beli online yang dipilih oleh masyarakat. Tujuan penelitian ini adalah untuk mengetahui pengaruh terpaan iklan dan promosi penjualan terhadap keputusan pembelian di situs jual beli online Bukalapak. Teori yang digunakan dalam penelitian ini adalah advertising exposure theory dan behavioral learning theory. Teknik sampel yang digunakan adalah NonProbability Sampling. Jumlah sampel dalam penelitian ini adalah 70 responden dengankarakterisitik pria-wanita yang berdomisili di Kota Semarang mengetahui iklan Bukalapak serta mengetahui promosi penjualan Bukalapak. Analisis data yang digunakan dalam adalahuji regresi linier.  \nHasil penelitian menunjukkan terpaan iklan terhadap keputusan pembelian memiliki pengaruh yang signifikan, dimana nilai signifikansi yaitu 0, 000 (≤ 0, 05) yang berarti terdapat pengaruhterpaan iklan di televisi terhadap keputusan pembelian di Bukalapak dan koefisiensi arahregresi terpaan iklan Bukalapak di televisi sebesar 0.119 yang menunjukkan pengaruh yang positif dan variabel terpaan iklan di televisi memiliki pengaruh terhadap keputusan pembelianyang cukup sebesar 47.6% . Selanjutnya, promosi penjualan terhadap keputusan pembelian jugamemiliki perngaruh yang signifikan dimana nilai signifikansi yang kuat yaitu 0, 000 (≤ 0, 05) Artinya terdapat pengaruh terpaan promosi penjualan terhadap keputusan pembelian di Bukalapak dan koefisiensi arah regresi terpaan promosi penjualan Bukalapak sebesar 0.223 yang menunjukan pengaruh yang positif dan Variabel terpaan promosi penjualan memiliki pengaruh terhadap keputusan pembelian yang cukup baik sebesar 60,7% .  \nKata Kunci : Terpaan Iklan, Terpaan Promosi Penjualan, dan Keputusan Pembelian.  \nABSTRACT  \nTitle: The Effect of Bukalapak Advertising on Television and Sales Promotion on Purchasing Decisions on Bukalapak Online Sales and Buying Sites.  \nAdvertising on television and sales promotion is a marketing strategy that is currently being chosen by e-commerce companies to attract consumers to transact, one of which is Bukalapak, which in 2018 had the highest television advertising expenditure and often did sales promotions. However, Bukalapak has not managed to reach the topposition as an online buying and selling site chosen by the public. The purpose of this study was to determine the effect of exposure to advertising and sales promotions on purchasing decisions on the Bukalapak online buying and selling site. The theory used in this research is advertising exposure theory and behavioral learning theory. The sample technique used is Non-Probability Sampling. The number of samples in this study were 70 respondents with the characteristics of men and women who live in the city of Semarang knowing Bukalapak advertisements and knowing Bukalapak sales promotions. Analysis of the data used in this study is a linear regression test.  \nThe results showed that advertising exposure on purchasing decisions had a significant effect, where the significance value, which means that there was an influence of advertising exposure on television on purchasi","cbCaipZWWfPorVIp","https://ap.wps.com/l/cbCaipZWWfPorVIp","pdf",225258,8,"Indonesian","# Pendahuluan\n## Latar Belakang","[{\"question\":\"Apa tujuan penelitian ini?\",\"answer\":\"Penelitian bertujuan mengetahui pengaruh terpaan iklan dan promosi penjualan terhadap keputusan pembelian di situs jual beli online Bukalapak.\"},{\"question\":\"Teori apa yang digunakan dalam penelitian?\",\"answer\":\"Teori yang digunakan adalah advertising exposure theory dan behavioral learning theory.\"},{\"question\":\"Bagaimana metode analisis data yang digunakan?\",\"answer\":\"Analisis data menggunakan uji regresi linier untuk melihat pengaruh terpaan iklan dan promosi penjualan terhadap keputusan pembelian.\"}]","Pengaruh Terpaan Iklan Bukalapak di Televisi dan Promosi Penjualan terhadap Keputusan Pembelian di Situs Jual Beli Online Bukalapak - Latar Belakang Penelitian | PDF",1789105271]