The Effect Of Creative Advertisements And Distribution Channels On The Decision To Purchase XL Starter Cards In The Dormitory Students Of The University Of North Sumatra, Medan

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The Effect of Creative Advertising and Distribution Channels on the Decision of Purchasing XL Prime Card in Dormitory Students of the University of North Sumatra, Medan

Introduction

In today's competitive market, companies are constantly seeking ways to increase sales and customer satisfaction. One of the key factors that influence purchasing decisions is the effectiveness of advertising and distribution channels. This study aims to identify and analyze the impact of creative advertisements and distribution channels on the decision to purchase XL starter cards among dormitory students of the University of North Sumatra (USU) in Medan.

Background

The University of North Sumatra (USU) is one of the largest universities in Indonesia, with a student population of over 30,000. The university has a number of dormitories, including the Princess Dormitory, which is home to over 1,000 students. The students living in the dormitory are a dynamic and active market segment, with a high demand for telecommunications services. XL is one of the leading telecommunications companies in Indonesia, offering a range of services including mobile phone plans, internet, and other value-added services.

Methodology

This study uses a purposive sampling technique to select a sample of students living in the Princess Dormitory. The sample size is 100 students, who are selected based on their willingness to participate in the study. The data collection method used is a questionnaire, which is administered to the students through a Likert scale. The questionnaire measures the students' perceptions of creative advertisements and distribution channels, as well as their purchasing decisions.

Data Analysis

The data analysis is conducted using descriptive analysis methods and multiple linear regression analysis. The results of the analysis show that, simultaneously, the creative advertising variables and distribution channels have a positive and significant impact on purchasing decisions among USU daughter dormitories, with an F value of 3,777 and a significance value (SIG) of 0.027, smaller than 0.05. This shows that both of these variables jointly affect purchasing decisions.

However, when viewed partially, the distribution channel turns out to have a more dominant influence on purchasing decisions. This is evidenced by the value of T for the distribution channel variable which reaches 2,508 with a Sig value of 0.014, which is also less than 0.05. Meanwhile, the creative ad variable has a T value of 1.105 with a Sig value of 0.272, which is greater than 0.05. This means that although creative advertisements contribute, the effect is not significant like a distribution channel.

Deeper Analysis

From the results of this study, we can draw some important conclusions. First, creative advertisements do have a role in attracting consumer attention, but in the context of students, distribution channels have proven to be more influential. This can be caused by several factors, such as product accessibility and the effectiveness of the distribution method applied. For example, students may prefer to buy XL starter cards that are available at close and easy to reach locations, such as in a convenience store or through online services.

Second, the importance of distribution channels shows that companies must focus more on distribution strategies that are efficient and easily accessed by target markets, in this case students. By strengthening the distribution network and offering convenience in the purchasing process, companies can increase purchasing decisions from consumers.

Finally, the results of this study suggest that telecommunications companies, especially XL, not only focus on creative advertising innovations, but also consider how their distribution channels can be optimized. Considering that students are a dynamic and active market segment, the right marketing strategy is very important to maintain market share among young users.

Conclusion

In conclusion, this study has shown that creative advertisements and distribution channels have a significant impact on purchasing decisions among dormitory students of the University of North Sumatra (USU) in Medan. The results of this study suggest that companies must focus on both creative advertising and distribution channels to increase sales and customer satisfaction. By optimizing their distribution channels and offering convenience in the purchasing process, companies can increase purchasing decisions from consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

  1. Telecommunications companies must focus on optimizing their distribution channels: Companies must focus on strengthening their distribution network and offering convenience in the purchasing process to increase purchasing decisions from consumers.
  2. Creative advertising must be balanced with distribution channels: While creative advertising is important, it must be balanced with distribution channels to achieve maximum impact on purchasing decisions.
  3. Companies must consider the needs of target markets: Companies must consider the needs of their target markets, in this case students, and offer products and services that meet their needs and preferences.

Limitations

This study has several limitations, including:

  1. Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
  2. Data collection method: The data collection method used in this study is a questionnaire, which may be subject to biases and limitations.
  3. Context: The study is conducted in a specific context, namely the University of North Sumatra (USU) in Medan, which may limit the generalizability of the findings to other contexts.

Future Research Directions

This study has several implications for future research, including:

  1. Investigating the impact of social media on purchasing decisions: Future research could investigate the impact of social media on purchasing decisions among students.
  2. Examining the role of influencers in purchasing decisions: Future research could examine the role of influencers in purchasing decisions among students.
  3. Investigating the impact of product features on purchasing decisions: Future research could investigate the impact of product features on purchasing decisions among students.

Conclusion

In conclusion, this study has shown that creative advertisements and distribution channels have a significant impact on purchasing decisions among dormitory students of the University of North Sumatra (USU) in Medan. The results of this study suggest that companies must focus on both creative advertising and distribution channels to increase sales and customer satisfaction. By optimizing their distribution channels and offering convenience in the purchasing process, companies can increase purchasing decisions from consumers.
Frequently Asked Questions (FAQs) about the Effect of Creative Advertising and Distribution Channels on the Decision to Purchase XL Starter Cards

Q: What is the main objective of this study?

A: The main objective of this study is to identify and analyze the impact of creative advertisements and distribution channels on the decision to purchase XL starter cards among dormitory students of the University of North Sumatra (USU) in Medan.

Q: What is the population of this study?

A: The population of this study includes users or former XL card users who live in the USU Princess Dormitory.

Q: What is the sampling technique used in this study?

A: The sampling technique used in this study is a purposive sampling technique using the accidental sampling method.

Q: What is the data collection method used in this study?

A: The data collection method used in this study is a questionnaire, which is administered to the students through a Likert scale.

Q: What are the results of this study?

A: The results of this study show that, simultaneously, the creative advertising variables and distribution channels have a positive and significant impact on purchasing decisions among USU daughter dormitories, with an F value of 3,777 and a significance value (SIG) of 0.027, smaller than 0.05.

Q: What is the dominant influence on purchasing decisions?

A: The distribution channel turns out to have a more dominant influence on purchasing decisions, with a T value of 2,508 and a Sig value of 0.014, which is also less than 0.05.

Q: What are the implications of this study?

A: The implications of this study are that companies must focus on both creative advertising and distribution channels to increase sales and customer satisfaction. By optimizing their distribution channels and offering convenience in the purchasing process, companies can increase purchasing decisions from consumers.

Q: What are the limitations of this study?

A: The limitations of this study include a relatively small sample size, a data collection method that may be subject to biases and limitations, and a context that may limit the generalizability of the findings to other contexts.

Q: What are the future research directions?

A: The future research directions include investigating the impact of social media on purchasing decisions, examining the role of influencers in purchasing decisions, and investigating the impact of product features on purchasing decisions.

Q: What are the recommendations of this study?

A: The recommendations of this study are that telecommunications companies must focus on optimizing their distribution channels, creative advertising must be balanced with distribution channels, and companies must consider the needs of target markets.

Q: What is the significance of this study?

A: The significance of this study is that it provides insights into the impact of creative advertising and distribution channels on purchasing decisions among dormitory students of the University of North Sumatra (USU) in Medan, and highlights the importance of considering the needs of target markets in marketing strategies.

Q: What are the practical implications of this study?

A: The practical implications of this study are that companies can increase sales and customer satisfaction by optimizing their distribution channels and offering convenience in the purchasing process, and by balancing creative advertising with distribution channels.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it contributes to the understanding of the impact of creative advertising and distribution channels on purchasing decisions, and highlights the importance of considering the needs of target markets in marketing strategies.

Q: What are the future applications of this study?

A: The future applications of this study include the development of marketing strategies that take into account the needs of target markets, and the optimization of distribution channels to increase sales and customer satisfaction.