KEPUTUSAN PEMBELIAN DITINJAU DARI SALES PROMOTION, E-SERQUAL DAN E-WOM PADA MARKET PLACE SHOPEE SURVEI PADA KONSUMEN DI SURAKARTA

Authors

  • Ninik Noviana Ambarsari Program Studi Manajemen Universitas Islam Batik Surakarta
  • Burhanudin Burhanudin
  • Ratna Damayanti

DOI:

https://doi.org/10.29040/jie.v6i2.6066

Abstract

Purpose this study is determine effect of simultaneous and partial sales promotion, e-serqual and e-wom on consumer purchasing decisions in Surakarta. This type of research is quantitative descriptive. The population is all consumers who us and have Shopped at the Shopee market place in Surakarta. The sample is 100 respondents with a non-random sampling technique. Data analysis technique using multiple linear regression analysis. Based on the result of the tests carried out, this study obtained simultaneous test result (F-test) which proved that Ho was rejected. This means that the three variables, namely: sales promotion, e-serqual, and e-wom simultaneously affect purchasing decisions at the Shopee market place in Surakarta. The result of the t-test show that indicate sales promotion has a significant affect on purchasing decisions at the market place Shopee in Surakarta. E-serqual has a significant affect on purchasing decisions at the market place Shopee in Surakarta. E-wom has a significant affect on purchasing decisions at the market place Shopee in Surakarta. Keywords: Purchasing Decisions, Product Quality, Brand Image and Brand Equity

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Published

2022-08-06

How to Cite

Ambarsari, N. N., Burhanudin, B., & Damayanti, R. (2022). KEPUTUSAN PEMBELIAN DITINJAU DARI SALES PROMOTION, E-SERQUAL DAN E-WOM PADA MARKET PLACE SHOPEE SURVEI PADA KONSUMEN DI SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 6(2), 1220–1231. https://doi.org/10.29040/jie.v6i2.6066

Issue

Vol. 6 No. 2 (2022): EDUNOMIKA : Vol. 06, No. 02, 2022

Section

Articles

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