PENGARUH ONLINE ADVERTISING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE LAZADA (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

RAMADANTI, ANNISA FITRAH and Andriana, Isni and Yunita, Dessy (2023) PENGARUH ONLINE ADVERTISING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE LAZADA (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of online advertising and sales promotion on e-commerce Lazada purchasing decisions. This study used a quantitative approach with data collection methods through questionnaires. The population in this study were undergraduate students at the Faculty of Economics, Sriwijaya University who had made purchases on e-commerce Lazada. The sampling method used is non-probability sampling with a total sample of 100 respondents. The data collection technique used is the t test, multiple linear analysis and the coefficient of determination. The results showed that the online advertising and sales promotion variables had a partially significant effect on the purchase decision variable and the variable that had the most influence on the purchase decision variable was the online advertising variable with a significance value of 0.000 and a beta value of 0.501.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Online Advertising, Sales Promotion, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) > T175-178 Industrial research. Research and development > T175.5 Management. Organization
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Annisa Fitrah Ramadanti
Date Deposited:	17 Jul 2023 02:04
Last Modified:	17 Jul 2023 02:04
URI:	http://repository.unsri.ac.id/id/eprint/117708

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