STUDI TENTANG KEPUTUSAN PEMBELIAN PADA SITUS JUAL BELI DARING SHOPEE

Ratna Herawati, Amalia Nur Chasanah, Tito Aditya Perdana, Masitha Fahmi Wardhani

Abstract


This study aims to determine the effect of promotional mix variables and electronic word of mouth on purchasing decisions on the online buying and selling site Shopee. Promotion mix variables used are advertising and sales promotion. The sample used in this study were Semarang residents who had shopped on the Shopee online buying and selling site. The data analysis technique used was multiple regression with the classical assumptions of multicollinearity, autocorrelation, heteroscedasticity and normality. The results showed that the variables of advertising, sales promotion, electronic word of mouth had a significant positive effect on online purchasing decisions.

Keywords


Online purchase decision, advertisement, sales promotion, electronic word of mouth

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DOI: http://dx.doi.org/10.35137/jei.v23i3.826

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