Pengaruh Digital Marketing, Efektivitas Iklan dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Pada E-Commerce di Era Digital
DOI:
https://doi.org/10.26486/jpsb.v12i1.3740Keywords:
Digital Marketing, Advertising Effectiveness, Marketing Communications, Purchasing Decisions, Efektivitas Iklan, Komunikasi Pemasaran, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing terhadap keputusan pembelian pada E-Commerce. Pengaruh Efektivitas Iklan terhadap keputusan pembelian pada E-Commerce. Pengaruh komunikasi pemasaran terhadap keputusan pembelian pada E-Commerce. Jenis penelitian ini adalah penelitian kuantitatif. Alat analisis yang digunakan adalah uji validitas dan uji reliabilitas program Smart (PLS) Versi 3.0.PLS, dengan berbasis pendekatan Variance Based Structural Equation Modelling (SEM). Penelitian ini dilakukan di Asa Beauty Msglow Semarang. Populasi penelitian ini berjumlah 400 orang. Teknik pengambilan sampel dalam penelitian ini menggunakan probability sampling dengan sampel 200 orang. Hasil penelitian menunjukkan bahwa Digital Marketing Berpengaruh Positif Dan Signifikan Terhadap keputusan pembelian pada E-Commerce Asa Beauty Msglow Semarang. Efektivitas iklan berpengaruh positif dan signifikan terhadap keputusan pembelian pada E-Commerce Asa Beauty Msglow Semarang. Komunikasi pemasaran berpengaruh positif dan signifikan terhadap keputusan pembelian pada E-Commerce Asa Beauty Msglow Semarang.
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