UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) Pengaruh Promosi Iklan Elektronik Terhadap Keputusan Pembelian Pada UMKM Yang Terdaftar di Aplikasi GO-JEK. Pengaruh Promosi Iklan Elektronik Terhadap Keputusan Pembelian Pada UMKM Yang Terdaftar di Aplikasi GO-JEK.
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Abstract
This research aims to analyze the role of electronic advertising promotion in improving purchasing decisions by consumers of UMKM registered in Go-Jek. In this research, researchers used 58 responses using / wearing a Go-Food Applications with the criteria, among others, a survey conducted from tingga place within 1km, having Application Go-Food, and have done 4 times the order/ booked through Go�food application on your computer. This study uses data collection techniques using primary and secondary data. The aim is to find out whether there is an effect of electronic advertising promotion on purchasing decisions by consumers on UMKM listed on Go-Food. The variables used in this research are Electronic Advertising Promotion with 5 (five indicators): Advertising (Advertisers), Sales Promotion (Sales Promotion), Public RelationsPublic (Relations), Direct MarketingDirect (Marketing), Personal Selling (Personal Selling) and Purchasing Decision Variables with 4 (four indicators), namely Steadiness in a Product, Habits in Buying Products, Giving Recommendations to Others, and Making Repurchases. Hypothesis testing methods used in this study are t test and f test. Based on the simple regression analysis, the results show that the variable electronic advertising promotion partially has a significant effect on increasing purchasing decisions on MSMqEs in Go-Jek. This is evidenced by testing with tcount 9.450> ttable 0.004 so that Ha1 is accepted by Ho1rejected, this implies the influence between the independent variable (X) and the dependent variable (Y).
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 24 Jun 2022 02:25 |
| Last Modified: | 24 Jun 2022 02:25 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/15289 |
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