Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh peranan advertising non-digital dan event marketing terhadap niat beli produk npk pada pt. pupuk iskandar muda dengan wilayah penjualan sebagai pemoderasi. populasi dalam penelitian ini adalah seluruh pembeli akhir produk pupuk npk. teknik pengumpulan sampel dalam studi ini adalah non-probability sampling, sehingga diperoleh jumlah responden sebanyak 230 orang. data dikumpulkan dengan cara penyebaran kuesioner yang dilakukan secara online yang ditautkan pada google form. skala likert digunakan untuk mengukur data di lapangan dan dianalisis dengan sem amos. hasil uji menyimpulkan bahwa peranan advertising non-digital, event marketing, wilayah penjualan, dan niat beli produk npk pada pt. pupuk iskandar muda dengan sudah berjalan dengan baik. kemudian, advertising non-digital dan event marketing berpengaruh positif signifkan terhadap niat beli. wilayah penjualan memoderasi secara pure moderation pengaruh advertising non-digital dan event marketing terhadap niat beli. kata kunci: advertising non-digital, event marketing, wilayah penjualan, niat beli

This study aims to determine the effect of the role of non-digital advertising and event marketing on the intention to buy NPK products at PT. Pupuk Iskandar Muda with sales area as moderator. The population in this study were all final buyers of NPK fertilizer products. The sample collection technique in this study was non-probability sampling, so that a total of 230 respondents were obtained. Data was collected by distributing questionnaires which were carried out online linked to the Google form. The Likert scale is used to measure data in the field and is analyzed by SEM AMOS. The test results concluded that the role of non-digital advertising, event marketing, sales area, and intention to buy NPK products at PT. Pupuk Iskandar Muda has been going well. Then, non-digital advertising and event marketing have a significant positive effect on purchase intention. sales area moderates in pure moderation the influence of non-digital advertising and event marketing on purchase intentions. Keywords: Non-Digital Advertising, Event Marketing, Sales Area, Purchase Intention