PENGARUH PROMOSI DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI KASUS : MAHASISWA DI KECAMATAN MEDAN SELAYANG)

Penulis

  • Heni Erfita Saragih
  • Rikawati Ginting Munthe
  • Lasma Melinda Siahaan

Kata Kunci:

Promotion, Testimoni, Keputusan Pembelian

Abstrak

The aim of the research is to determine the effect of offers (X1) and recommendations (X2) on purchasing decisions (Y). The research method used in this research is a quantitative method. Based on the research results (t test), sales promotions (X1) have a positive and significant effect on purchasing decisions (Y) with a T value of 19.098 > T table 1.966 and a significance level of 0.000 <0.05, characteristics (X2). ) Tcount = 19.686 > T-Table 1.966 with a significance level of 0.000 < 0.05. Meanwhile, sales promotions (X1) and testimonials (X2) have a positive and significant effect on purchasing decisions (Y), namely with an f test value Fcount of 228.619 > Ftable 3.02 and a probability value of 0.000 < 0.05. The results of this research show that promotions (X1) and testimonials (X2) have a positive and significant effect on purchasing decisions (Y).

Unduhan

Diterbitkan

2024-03-29