JICSA
Vol 11 No 2 (2022)

COMMUNICATION STRATEGY IN MARKETING 5.0 ON PURCHASE DECISION IN THE MARKETPLACE TOKOPEDIA

Imaduddin Imaduddin (Uinivertas Muslim Indonesia)
Jufriadi Jufriadi (State Islamic University Alauddin, Makassar (UIN))
Muhammad Syafii Basalamah (Indonesian Muslim University (UMI))
Amir Mahmud (Indonesian Muslim University (UMI))

Article Info

Publish Date
06 Dec 2022

Abstract

This research aims is to find out the effect of communication and marketing 5.0 strategies on purchase decisions in the Tokopedia marketplace. This study uses quantitative research with a total of 88 respondents with predetermined criteria. Data analysis was performed using multiple linear regression analysis processed with SPSS. Based on the results of the research conducted, it shows that the communication strategy has no effect on purchase decisions and Marketing 5.0 has an influence on Purchase Decisions.

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Journal Info
JICSA
Website

Abbrev

jicsa

Publisher

Universitas Islam Negeri Alauddin Makassar

Subject

Civil Engineering, Building, Construction & Architecture

Description

JICSA (Journal of Islamic Civilization in Southeast Asia) is an international journal published by Alauddin State Islamic University of Makassar (Universitas Islam Negeri Alauddin Makassar). The journal puts emphasis on aspects related to Islamic civilization in Southeast Asia, with special ...