ABSTRAK

Nanda Rasyidah, D1C114088, 2019 Pengaruh Integrated Marketing Communication terhadap Keputusan Konsumen dalam Aktivitas Belanja Online di E-Commerce (Studi Pada Pengguna Jasa PT.TIKI JALUR NUGRAHA EKAKURIR Cabang Utama Kota Banjarmasin). Dibimbing oleh Novaria Maulina dan Sarwani.

Optimisme meningkatnya layanan jasa pengiriman barang di Indonesia tidak terlepas dari maraknya kegiatan e-commerce. Aktvitas online  yang  semakin banyak berperan terhadap peningkatan jasa pengiriman. Penelitian ini bertujuan untuk mengetahuiseberapa besar Pengaruh Integrated Marketing Communication (IMC)terhadap Keputusan Konsumen dalam Aktivitas Belanja Online di E-Commerce pada pengguna jasa PT.Tiki Jalur Nugraha Ekakurir Cabang Utama Kota Banjarmasin.

Penelitian ini merupakan jenis penelitian kuantitatif tipe penelitian eksplanatif. Sampel sebanyak 334 pengguna jasa PT.TIKI JALUR NUGRAHA EKAKURIR Cabang Utama Kota Banjarmasin yang melakukan aktivitas belanja online di e-commerce tersebar di 60 counter dalam  5 (lima) kecamatan di Banjarmasin dengan kriteria pernah melakukan transaksi pengiriman belanja di e-commerce dengan PT. Tiki Jalur Nugraha Ekakurir serta berdomisili di Banjarmasin.Instrumen pengumpulan data penelitian menggunakan kuesioner, wawancara dan riset kepustakaan. Analisis data menggunakan regresi linier sederhana dengan tingkat signifikansi sebesar 0,05.

Hasil dari penelitian ini menunjukan bahwa integrated marketing communication (IMC) berpengaruh positif dan signifikan terhadap keputusan konsumen sebesar 0,538. Hal tersebut menunjukkan bahwa terdapat pengaruh positif dan signifikan secara parsial terhadap keputusan konsumen aktivitas belanja online di e-commerce.

Kata kunci: Integrated Marketing Comunication (IMC), Keputusan Konsumen

ABSTRACT

Nanda Rasyidah, D1C114088, 2019 The Influence of Integrated Marketing Communication on Consumer Decision in Online Shopping Activities on E-Commerce (Study of Service Users of PT. TIKI JALUR NUGRAHA EKAKURIR Main Branch in Banjarmasin). Supervised by Novaria Maulina and Sarwani.

            Optimism for the increase in freight forwarding services in Indonesia is inseparable from the rise of e-commerce activities. Online activities increasingly play a role in improving shipping services. This research aimed to find out how much the Influence of Integrated Marketing Communication (IMC) on Consumer Decision in Online Shopping Activities on E-Commerce to the service users of PT.Tiki Jalur Nugraha Ekakurir Main Branch in Banjarmasin.

            In this research, the researcher used a quantitative explanatory research. The sample of 334 service users of PT. TIKI JALUR NUGRAHA EKAKURIR Main Branch in Banjarmasin which conducted online shopping activities on e-commerce was spread across 60 counters in 5 (five) sub-districts in Banjarmasin in which the service users had ever sent shipping transactions on e-commerce to PT. Tiki Jalur Nugraha Ekakurir and domiciled in Banjarmasin as the requirements. The instruments of the data collection in this research were questionnaire, interview and library research. The data analysis used simple linear regression with a significance level of 0.05.

            The results of this research indicates that integrated marketing communication (IMC) has a positive and significant effect on consumer decision of 0.538. It shows that there is a positive and significant influence partially on consumer decision in online shopping activities on e-commerce.

Keywords: Integrated Marketing Communication (IMC), Consumer Decision