(Peer review + Similarity + Dokumen) Online Marketing, Milenial Generation Attitudes And Brand Awareness Relationship With Purchase Decisions

QOMARIAH, NURUL and Zaman, Muhammad Nizam (2020) (Peer review + Similarity + Dokumen) Online Marketing, Milenial Generation Attitudes And Brand Awareness Relationship With Purchase Decisions. www.iosrjournals.org.

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Abstract

The purpose of this study was to determine the impact of online marketing, millennial generation attitudes and brand awareness on purchasing decisions for "Mayasi Beans" snacks in Jember Regency. The sample used is as many as 80 respondents who consume snacks with the brand "Mayasi Beans" which are spread across all sub-districts in Jember Regency. Validity test and reliability test to test the measuring instrument used. The data analysis used was Structural Equation Modeling (SEM). The results showed that online marketing had an effect on purchasing decisions. Awarannes brand has a positive influence on purchasing decisions. The attitude of the millennial generation also has a significant effect on purchasing decisions.

Item Type: Peer Review
Uncontrolled Keywords: online marketing, millenal generation attitudes, brand awareness, purchasing decisions
Subjects: 300 Social Science
Divisions: Graduate School > Magister Management (S2)
Depositing User: Dr. Nurul Qomariah
Date Deposited: 18 Dec 2021 01:47
Last Modified: 02 Jan 2023 01:40
URI: http://repository.unmuhjember.ac.id/id/eprint/10791

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