MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)
| Main Author: | Soeryanto Soegoto, Eddy |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) UNIKOM
, 2018
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| Subjects: | |
| Online Access: |
http://repository.unikom.ac.id/56835/1/11.miu-16-no-1-eddy.pdf http://repository.unikom.ac.id/56835/ http://jurnal.unikom.ac.id/jurnal/model-keputusan-pembelian.77 |
Daftar Isi:
- The goals of the research are to divulge the implementation of promotion mix strategy and its impact on the purchase decision towards the Go-jek online transportation service. The research-er uses a quantitative approach, descriptive and verified design, and survey method. As much as 100 respondents have been drawn using the purposive approach from the population of the Go-jek consumers. The data collection employs questionnaire and the path analysis procedure has been used as the data analysis technique. The findings of this research are as follows: the varia-bles of advertising, sales promotion, personal sale, publicity and community relationship fall into moderate � good category; moreover both partially and simultaneously the variables of advertis-ing, sales promotion, personal sale, publicity and community relationship, as well as direct mar-keting affect the purchase decision.