Analisis Pengaruh Seo dan Iklan Online Terhadap Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.37253/telcomatics.v10i2.11310Keywords:
Search Engine Optimization, Online Advertising, Purchasing Decisions, Digital Marketing, Buying InterestAbstract
The use of Search Engine Optimization (SEO) technology and online advertising as a marketing medium shows how marketing strategies have shifted in the digital era. Although both are widely used, the effectiveness of this strategy on purchasing decisions is not fully clear yet. This study tries to find out how much influence SEO and online advertising have on online purchasing decisions. The method used is a quantitative approach with a survey technique by distributing questionnaires to 400 students of Universitas Internasional Batam (UIB) class of 2023–2024. Data analysis was carried out using the Structural Equation Modeling (SEM) method using SmartPLS 3.2.9 software. The results of the study show that both SEO and online advertising have a real effect on online purchasing decisions. SEO contributes to increasing visibility and trust in a product, while online advertising helps catch the consumer attention and buying interest. Hopefully, this research can be a helpful guide for for business actors in developing effective digital marketing strategies, as well as increasing public understanding of the importance of the role of SEO and online advertising in influencing purchasing decisions in the digital era.
Downloads
References
N. N. Fauzia and Q. N. Wijayani, “Analisis Efektivitas Iklan di Instagram dalam Meningkatkan Brand S1, pp. 133–143, Dec. 2023, doi: 10.61722/jssr.v2i1.487.
L. Sugiyanti, A. Arwani, R. S. Dewi, and M. D. Fadhillah, “Strategi Pemasaran Melalui Pemasangan Iklan Di Media Sosial,” Jurnal Manajemen Pemasaran Internasional, vol. 2, no. 1, pp. 215–225, 2023, doi: doi.org/10.56881/masarin.v2i1.207.
L. Ilma, F. S. P. Rifa’i, and M. Sulastiana, “Perbedaan Persepsi Ad Intrusiveness Iklan Skippable dan Non-Skippable pada Platform YouTube,” Journal of Psychological Science and Profession), vol. 6, no. 3, pp. 212–219, Dec. 2022.
S. Siswanta, M. Sekarwangi, and A. Triharyanto, “Iklan Sebagai Faktor Pengganggu Kenyamanan Pengguna Media Daring,” Yos Soedarso Economics Journal, vol. 5, p. 1, Apr. 2023, [Online]. Available: https://ejurnal.uniyos.ac.id/index.php/ysej-server
A. A. Murtopo, M. Nursidik, S. Syefudin, and G. Gunawan, “Optimasi Search Engine Optimization (SEO) On Page untuk Meningkatkan Peringkat Website Hondasukabumi.com Di Google,” Journal Of Social Science Research, vol. 4, no. 3, pp. 2943–2953, 2024, doi: 10.31004/innovative.v4i3.10715.
A. I. Hadiana and E. K. Putra, “Optimasi SEO (Search Engine Optimization) sebagai Strategi Peningkatan Online Presence bagi Usaha Mikro, Kecil, dan Menengah (UMKM),” Journal of Informatics and Communications Technology, vol. 5, pp. 11–12, Jun. 2023, doi: 10.52661/j_ict.v5i1.145.
N. Arifah, “Pengaruh Iklan Online dan Desain Produk Terhadap Minat Beli Konsumen CV. Qumi Label,” Jurnal Manajemen dan Start-Up Bisnis, vol. 5, no. 6, p. 503, Feb. 2021, doi: 10.37715/jp.v5i6.1853.
A. Prasetyo, C. Arora, and A. P. Sari, “Analisis Pengaruh Search Engine Optimization dan Iklan Berbasis Internet Terhadap Keputusan Pembelian Online,” Jurnal Manajemen Strategik Kewirausahaan, vol. 4, no. 1, pp. 1–14, 2024, doi: 10.37366/master.v4i1.946.
H. Margahana, “Analisis Pengaruh Iklan Online terhadap Minat Beli: Studi Kasus Pengguna Aplikasi E-Commerce di OKU Timur,” Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, vol. 5, no. 2, pp. 145–154, Jun. 2020, [Online]. Available: http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/410
H. Adlan, “Analisis Model AISAS terhadap Keputusan Pembelian dalam Penggunaan SEO (Kajian Empiris Konsumen di Surabaya),” Jurnal Ilmu dan Riset Manajemen, vol. 9, no. 1, Nov. 2020.
F. B. Dewanto, M. H. P. Febrian, M. R. Amir, and I. F. A. Prawira, “Penerapan SEO Dalam Strategi Pemasaran Perusahaan,” JURNAL MANEKSI, vol. 12, no. 4, p. 2023, Dec. 2023, doi: 10.31959/jm.v12i4.1900.
S. Ariska, “Komunikasi Pemasaran Era Digital: Literature Review terhadap Strategi Advertising Multikanal McDonald’s,” Jurnal Ilmu Komunikasi UHO : Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, vol. 8, no. 3, pp. 427–443, Jul. 2023, doi: 10.52423/jikuho.v8i2.72.
R. Lubis and H. T. Frianto, “Analisis Iklan secara Online melalui Media Gadget terhadap Minat Pelaku Konsumen,” Indonesian Journal of Economy, Business, Entrepreneuship and Finance, vol. 4, no. 1, pp. 120–126, Apr. 2024, doi: 10.53067/ijebef.
P. M. Putri and R. A. Marlien, “Pengaruh Digital Marketing terhadap Keputusan Pembelian Online,” Jesya (Jurnal Ekonomi & Ekonomi Syariah), vol. 5, no. 1, pp. 25–36, Jan. 2022, doi: 10.36778/jesya.v5i1.510.
P. Sopiyan, “Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian,” Jurnal Ilmiah Manajemen, vol. 13, no. 2, pp. 249–258, Jul. 2022, doi: 10.32670/coopetition.v13i2.1057.
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Telcomatics
This work is licensed under a Creative Commons Attribution 4.0 International License.
