PENGARUH KOMUNIKASI PEMASARAN PERSONAL SELLING DAN WORD OF MOUTH TERHADAP SIKAP UNTUK MEMBELI MOBIL NISSAN MELALUI HEURISTIK DAN SISTEMATIK MODE (Survey Pada Pengguna Mobil Nissan Di Nissan Kebon Jeruk 2017-2018)
Keywords:
Personal Selling, Word of mouth, Sikap membeli dan Heuristik & sistematik modelAbstract
Studi ini memaparkan pemprosesan pesan dalam komunikasi pemasaran personal selling dan word of mouth dengan menggunakan pemprosesan pesan model heuristik dan sistematik dalam membentuk sikap membeli konsumen, dari penelitian ini menghasilkan kesimpulan bahwa pengambilan keputusan konsumen untuk membeli mobil dalam komunikasi personal selling merupakan suatu pengambilan keputusan yang beresiko tinggi karna ada nilai investasi yang tidak murah, untuk itu dibutuhkan pemprosesan yang pesan yang bersifat sistematik, sedangkan pemprosesan pesan pada komunikasi word of mouth kedua model pemprosesan pesan secara heuristik dan sistematik di dominasi pemprosesan pesan secara sistematik walaupun nilainya tidak lah terpaut jauh
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References
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Reimer.Rui Mata. Katsikopoulos,2010. On the Interplay between Heuristic and Systematic Processes in Persuasion. Jurnal of Personality and Psikology pp 1833- 1838
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Steenbergen.Hangartner & de Vries. 2011. “ Choice Under Complexity A Heuristik- Systematic Model Of Electoral Behavior “ Paper Prepared For Annual Meating Of The Midwest Political Science Association. Chicago pp 1-28
Stros.Michael.Heinze.Timothi dan Riha.david.2017,Relevance of Personal Interaction Factors Between Customers and Sales Represetatives in Automotive Business. Jurnal Of Applied Marketing Theory Vol 7 No 1 pp: 33-56
Sitompul.Hanna. 2015 Pengaruh Personal Selling Terhadap Sikap Konsumen Memilih Produk Asuransi ( Kasus PT Asuransi JiwaSraya ( PERSERO ) Cabang PekanBaru. Jom Fisip Vol 2, No 2 pp:1-10
Suranto. 2015. “ Korelasi Komunikais Persuasive Kepala Desa Dengan Sikap Pedagang Kaki Lima Terhadap Ketertiban Lingkungan “ Jurnal Ilmu Sosial Vol 12. No 1 Pp 50-57
Utama, Aditya. 2013. Model komunikasi Word Of Mouth pada konsumen Gudeg Pawon di Yogyakarta.Jurnal Ilmu Komunikasi Vol 10 Nomor 1, pp: 1-24
Yousif. Rudian Othman.2016.The Impact of Personal Selling on the Purchasing Behavior towardsClothes: A Case Study on the Youth Category. Published By Canadian Center of Science and Education. International Journal of Marketing Studies ; Vol 8 No 5.pp 128-135
Harper. Inco.2016 “ Personal Selling Komunikasi Mesra Para Pemasar†Kompas.com 12 Juli 2018.
Cangara, Hafied, 1998. Pengantar Ilmu Komunikasi. Jakarta: Raja Grafindo Persada.
Effendy, Onong Uchjana. 2000. Ilmu, Teori Dan Filsafat Komunikasi. Penerbit PT. Citra Aditya Bakti. Jakarta
Hermawan Agus 2012, Komunikasi Pemasaran, Erlangga. Jakarta
Littlejohn dan Karen A.Foss. 2009 Encyclopedia Of Communication Theory Sage Publication Inc P87,5,E496.2009
Kotler, Philip dan Kevin Lane Keller. 2009. Manajemen Pemasaran, Edisi 12, Jilid 1, Erlangga. Jakarta.
M. Fishbein & I. Ajzen,1975. elief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. (MA: Addison Wesley, 1975), h. 340.
Mesquita.J.M.C. Patrocino R.F.D.& Dornas K.B.H.2014, Word OfMouth Communication and its on Affective Commitment. Business Management Dynamics Vol 3. No 8. pp 18-32
Mart’at 1984. Sikap Manusia Perubahan Serta Pengukurannya. Jakarta : Ghalia Indonesia
Rakhmat, Jalaludin, 2011. Psikologi Komunikasi, Bandung, Remaja Rosdakarya
Singarimbun Masri dan Effendi.Sofian 2006. Metode Penelitian Survey. Pustaka LP3ES. Jakarta
Aryadhe. Suryani Alit. Sudiksa Ida Bagus. Pengaruh Sikap Norma Subjektif Terhadap Niat Beli Dan Keputusan Pembelian. Jurnal Manajemen Vol 7 No 3 pp: 1452 - 1480
Berger.Jonah 2014 “Word Of Mouth and Interpersonal Communication: A Review and direction for future researchâ€, Elseiver Journal of Consumer Psycology pp:586-607
Herold.Kristina. 2015.Impact of word-of mouth on customer decision making : an information processing perspective in the context of high involment service. Thesis untuk program doctoral Lappeerranta University of Tecnology
John Deborah Roedder dan Siew Meng Leong 1985 “ Systematic and Heuristic Approaches to Consumer Choice : A Contingent Processing Frame Framework “, In SV-Historical Perspective in Consumer Research. Pp 244-250
Griffin. Neuwirth. Giese dan Dunwoody. 2002 “ Lingking The Heuristic-Systematic Model And Dept Of Processing. Journal Sage.Communication Research. Vol 29 Pp 705-732
Khandelwal Utkal & Bajpai Navel. 2013. Measuring Consumer Attitude Througj Marketing Dimenion A Comperative Study Between Metro and Non-Metro Cities.. Jindal journal of Business Research. Vol 2 pp: 85-103
Mesquita.J.M.C. Patrocino R.F.D.& Dornas K.B.H.2014, Word OfMouth Communication and its on Affective Commitment. Business Management Dynamics Vol 3. No 8. pp 18-32
Mayasari.Ros. 2016.Peran Pemikiran Heuristik Pada Hubungan Persepsi Sosial Dengan Muncunya Sikap Terhadap Ide Penegakkan Khilafah Islamiyah Di Indonesia. Jurnal Al-Ulum. Volume 16 Number 2 Desember 2016 pp: 387-411
Nida.F.L.K 2014.â€Peruasi Dalam Media Komunikasi Massa. Jurnal Komunikasi Penyiaran Islam At-Tabsyir, Vol. 2 No 2, pp:77-95
Nuprilianti. Nanda Purnama.2016 “ Pengaruh Personal Selling,Brand Image,Word Of Mouth Terhadap Keputusan Pembelian Mobil “ Jurnal Ilmu Dan Riset Manajemen, Vol 2016 No 1,pp 1-18
Reimer.Rui Mata. Katsikopoulos,2010. On the Interplay between Heuristic and Systematic Processes in Persuasion. Jurnal of Personality and Psikology pp 1833- 1838
Rahman. 2018 “ Political Messages Processing of Presidential Candidate through Heuristic and Systematic Model in the 2014 Presidential Election in Indonesia “ IJSR Journal Internationl. Vol 7, pp 1167-1174
Steginga Suzanne K, Occhipinti S.2004. “The Application of the Heuristic-Systematic Processing Model to Treatment Decision Making about Prostate Cancer “. Sage Jurnals, Medical Vol 24,pp: 573-583
Susilawati. Ika Rahma dan Silviandari.Ika Adita ,2012. Pengaruh Tipe Kepribadian Terhadap Intensi Membeli Dengan Penyajian Model Heuristik – Sistematik,Jurnal Manasa, Desember 2012, Volume 1 No 2 pp :133-143
Steenbergen.Hangartner & de Vries. 2011. “ Choice Under Complexity A Heuristik- Systematic Model Of Electoral Behavior “ Paper Prepared For Annual Meating Of The Midwest Political Science Association. Chicago pp 1-28
Stros.Michael.Heinze.Timothi dan Riha.david.2017,Relevance of Personal Interaction Factors Between Customers and Sales Represetatives in Automotive Business. Jurnal Of Applied Marketing Theory Vol 7 No 1 pp: 33-56
Sitompul.Hanna. 2015 Pengaruh Personal Selling Terhadap Sikap Konsumen Memilih Produk Asuransi ( Kasus PT Asuransi JiwaSraya ( PERSERO ) Cabang PekanBaru. Jom Fisip Vol 2, No 2 pp:1-10
Suranto. 2015. “ Korelasi Komunikais Persuasive Kepala Desa Dengan Sikap Pedagang Kaki Lima Terhadap Ketertiban Lingkungan “ Jurnal Ilmu Sosial Vol 12. No 1 Pp 50-57
Utama, Aditya. 2013. Model komunikasi Word Of Mouth pada konsumen Gudeg Pawon di Yogyakarta.Jurnal Ilmu Komunikasi Vol 10 Nomor 1, pp: 1-24
Yousif. Rudian Othman.2016.The Impact of Personal Selling on the Purchasing Behavior towardsClothes: A Case Study on the Youth Category. Published By Canadian Center of Science and Education. International Journal of Marketing Studies ; Vol 8 No 5.pp 128-135
Harper. Inco.2016 “ Personal Selling Komunikasi Mesra Para Pemasar†Kompas.com 12 Juli 2018.
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Published
2020-11-05
How to Cite
Hartono, A., Siahaan, F. M., & H.I, A. R. (2020). PENGARUH KOMUNIKASI PEMASARAN PERSONAL SELLING DAN WORD OF MOUTH TERHADAP SIKAP UNTUK MEMBELI MOBIL NISSAN MELALUI HEURISTIK DAN SISTEMATIK MODE (Survey Pada Pengguna Mobil Nissan Di Nissan Kebon Jeruk 2017-2018). Akrab Juara : Jurnal Ilmu-Ilmu Sosial, 5(4), 43–56. Retrieved from https://akrabjuara.com/index.php/akrabjuara/article/view/1282
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