(Peer review + Similarity + Dokumen) The Effect Of Price Consciousness, Sales Promotion And Online Customer Reviews On Purchase Decisions At The Marketplace Tokopedia

Nurul, Qomariah and Muhammad, Maulana Dwi Mahendra and Achmad, Hasan Hafidz (2021) (Peer review + Similarity + Dokumen) The Effect Of Price Consciousness, Sales Promotion And Online Customer Reviews On Purchase Decisions At The Marketplace Tokopedia. IOSR-JBM.

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Abstract

The rapid development of technology and information today makes competition even tighter. Many people are competing to take advantage of the opportunities that exist today, especially for companies or business organizations that want to maintain their business continuity. Today's business activities can be carried out by utilizing the use of the internet. The internet connects millions to billions of users in the world today. Apart from being a medium of information and communication, the internet today can also give rise to a new e-commerce or market place with a wide and unlimited network among business people. This study aims to analyze the effect of price consciousness, sales promotion and online customer reviews on purchasing decisions in the Tokopedia Marketplace. The population in this study were active students of FEB Muhammadiyah University of Jember who had made online purchases at Tokopedia. The sampling technique was purposive sampling with a sample of 95 respondents. The analysis used includes data instrument test, multiple linear regression analysis, classical assumption test and hypothesis testing. The results of data analysis show that the sales promotion variable and online customer review have a positive and significant effect on purchasing decisions in the Tokopedia marketplace, while the price consciousness variable has a positive and insignificant effect on purchasing decisions in the Tokopedia marketplace.

Item Type: Peer Review
Uncontrolled Keywords: price consciousness, sales promotion, online customer reviews, purchase decisions
Subjects: 300 Social Science
Divisions: Faculty of Economics > Department of Management (S1)
Depositing User: Dr. Nurul Qomariah
Contact Email Address: nurulqomariah@unmuhjember.ac.id
Date Deposited: 18 Dec 2021 01:35
Last Modified: 02 Jan 2023 01:41
URI: http://repository.unmuhjember.ac.id/id/eprint/12297

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