Article Per Year (5 Year)
p-Index From 2019 - 2024
0.61
P-Index
This Author published in this journals
All Journal Jurnal Ilmu Manajemen (JIM) Community Development Journal: Jurnal Pengabdian Masyarakat
Nurlaely Razak
Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Ilmu Manajemen (JIM)

 1 
PENGARUH PROMOSI ONLINE DAN PERILAKU KONSUMEN TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN AYAM PEDAGING Herman Sjahruddin; Aulia Qarinah; Nurlaely Razak; Poppy Nahdia Syahrani Pascawati
Jurnal Ilmu Manajemen Vol 10 No 4 (2022)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (290.26 KB) | DOI: 10.26740/jim.v10n4.p1037-1047

Abstract

A micro business is expected to be one of the economic activities that can support the national economy and become a pillar of the nation's economy. One of the rapidly growing micro units in Makassar City is Cahaya Huspi. This study aims to explore the two determinants of purchasing decisions using 97 responses from 161 distributed questionnaires. Data is analysed using multiple regression analysis. It provides evidence that intense online promotions, indicated by the high frequency of advertising, sales promotions, and direct marketing, are the reasons consumers make purchases, as indicated by the high response to the product stability, buying habits and purchase speed. This finding is different from consumer behaviour measured by cultural, social, personal, and psychological factors that are not proven as determinants of purchasing decisions. This study implies the importance of using online promotion in marketing communications for micro-enterprises because of its convenience, low cost, and broad reach.
Co-Authors Abdul Rajab Annisa Nur Insyani Anwar Anwar Ardiansyah Halim Aswar Aswar Aulia Qarinah Dedy Yusuf Elyas Albar Hendriansyah Aras Faqih Maulana Herman Sjahruddin Herman Sjahruddin Muhammad Khadafi Satriadi Poppy Nahdia Syahrani Pascawati Suseno Hadi Purnomo