Interaksi Online
Vol 8, No 2: April 2020

Pengaruh Terpaan Iklan Televisi dan Kualitas Website terhadap Keputusan Pembelian di Situs Belanja Online Bukalapak

Alifa Ardini Sekarpramudita (Program Studi S1 Ilmu Komunikasi)
Yanuar Luqman (Program Studi S1 Ilmu Komunikasi)



Article Info

Publish Date
09 Apr 2020

Abstract

The purpose of this study was to determine the effect of exposure to television advertising and website quality on purchasing decisions on Bukalapak online shopping sites. This study uses the theory of advertising exposure and reasoned action (TRA). The sampling technique used is non-probability sampling with a total sample of 60 respondents with the characteristics of having accessed the Bukalapak online shopping site, having seen Bukalapak advertisements on television, and with ages ranging from 19-34 years. Analysis of the data used is a simple linear regression test. The results of the study indicate that there is a significant influence of exposure to television advertising and website quality on purchasing decisions on Bukalapak online shopping sites.

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Journal Info

Abbrev

interaksi-online

Publisher

Subject

Library & Information Science Social Sciences

Description

Jurnal Interaksi Online adalah jurnal yang memuat karya ilmiah mahasiswa S1 Jurusan Ilmu Komunikasi, FISIP Undip. Interaksi Online menerima artikel-artikel yang berfokus pada topik yang ada dalam ranah kajian Ilmu Komunikasi dan Ilmu ...