E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 01

Pengaruh Brand Equity, Kreativitas Iklan, Kepuasan Konsumen, Terhadap Keputusan Pembelian Online Di Shopee (Studi Kasus Mahasiswa FEB UNISMA Angkatan Tahun 2019)

Nanda Anisa Rizki (Universitas Islam Malang)
Nurhidayah Nurhidayah (Universitas Islam Malang)
Abdullah Syakur Novianto (Universitas Islam Malang)

Article Info

Publish Date
01 Mar 2023

Abstract

Abstract This study aims to determine the effect of Brand Equity, Advertising Creativity, Consumer Satisfaction, on Online Purchasing Decisions at Shopee in Students of the Faculty of Economics and Business, Islamic University of Malang, Class of 2019. With an active sample used in this study, 90 active students of the Faculty of Economics and Business Islamic University of Malang class of 2019. The analytical method used in this research is quantitative data analysis using multiple linear regression analysis. The results of this study indicate that brand equity has no effect on purchasing decisions at Shopee. Advertising creativity has no effect on purchasing decisions at Shopee. Consumer satisfaction influences purchasing decisions at Shopee. Keywords: Brand Equity, Advertising Creativity, Consumer Satisfaction And Purchasing Decisions

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...