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Mohammad Wildan
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Economics, Econometrics & Finance

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PENGARUH HARGA, IKLAN DAN PROMOSI PENJUALAN TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE LAZADA (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi dan Bisnis UNISMA) Mohammad Wildan; Rois Arifin; M Hufron
E-JRM : Elektronik Jurnal Riset Manajemen eJrm Vol. 7 No. 15 Agustus 2018
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

ABSTRACT            This study aims to determine and analyze the influence of prices, advertisements and sales promotions simultaneously and partially on consumer buying interest in Lazada E-Commerce. The method used is purposive sampling technique which is the technique of determining the sample with consideration of certain criteria. The analytical technique used is quantitative descriptive using a Likert scale, multiple linear regression analysis, coefficient of determination and also through f test and  t test using the SPSS program.Based on the results of data analysis simultaneously shows that the influence of price variables, advertising and sales promotion has a significant influence on consumer buying interest in Lazada E-Commerce. While partially the price and advertising variables have no significant effect on consumer buying interest. And for sales promotion variables have a significant influence on buying interest in Lazada E-Commerce. Keywords: Price, advertising, sales promotion, buying interest
Co-Authors M Hufron Rois Arifin