ANALISIS PENGARUH IKLAN ONLINE TERHADAP MINAT BELI: STUDI KASUS PENGGUNA APLIKASI E-COMMERCE DI OKU TIMUR

  • Helisia Margahana Margahana STIE Trisna Negara

Abstract

Purpose- This study aims to determine the effect of online advertising on buying interest in consumers who use e-commerce media in the Eastern OKU region.  Design/methodology/approach- Data were collected through a questionnaire, as many as 100 respondents were chosen randomly. Linear regression is used to test the stud hypothesis.  Findings- The results show that online advertising does not affect purchasing interest. This condition indicates that consumers are now getting smarter and have broad preferences to determine purchases intention.  Implications- this study can provide information to marketers to pay attention to online advertising content so that it can appeal to prospective buyers. Keywords: online advertising, purchase intention

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Published
2020-06-30
How to Cite
Margahana, H. (2020). ANALISIS PENGARUH IKLAN ONLINE TERHADAP MINAT BELI: STUDI KASUS PENGGUNA APLIKASI E-COMMERCE DI OKU TIMUR. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 145 - 154. Retrieved from http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/410
Section
Articles