Jannati, Arih and Mahirun, Mahirun and Nurhayati, Siti (2024) Bukti Korespondensi - Pengaruh Digital Marketing terhadap Keputusan Pembelian pada Marketplace Shopee. Technical Report. Universitas Pekalongan.
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Text (Bukti Korespondensi - Pengaruh Digital Marketing terhadap Keputusan Pembelian pada Marketplace Shopee)
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Abstract
This study aims to test and analyze the factors that influence purchasing decisions involving security variables, influencer marketing, online customer reviews, and online customer ratings. The object of this research is Central Java students who have made transactions in the shopee marketplace. Multiple linear regression is the analytical technique used to examine the impact of the independent variable on the dependent variable. After 129 samples were tested, it was discovered that online customer rating and security had a positif and significant impact. Meanwhile, influencer marketing and online customer reviews have a positive and insignificant effect. Keywords : purchasing decisions, security, influencer marketing, online customer reviews, onling customer ratings
| Item Type: | Monograph (Technical Report) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email [email protected] |
| Date Deposited: | 25 Mar 2024 01:33 |
| Last Modified: | 25 Mar 2024 01:33 |
| URI: | http://repository.unikal.ac.id/id/eprint/1189 |
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