Journal of Fundamental Management (JFM)
Vol 3, No 2 (2023): JULI 2023

PERAN MEDIASI PERILAKU PELANGGAN DALAM HUBUNGAN RETARGETING ADVERTISING DAN PRICE DISCOUNT TERHADAP KEPUTUSAN PEMBELIAN DI BERRYBENKA

Rahma Novia Ningrum (Mercu Buana University)
Shinta Rahmani (Unknown)

Article Info

Publish Date
31 Jul 2023

Abstract

This study aims to examine and analyze the Mediation Role of Customer Behavior in Retargeting Advertising and Price Discounts on Purchase Decisions at Berrybenka. This research data is data taken from secondary data of various kinds of literature in the form of literature reviews, books, previous research and previous research hypotheses and primary data obtained from processing questionnaire data filled out by consumers who have visited and made purchases on the Berrybenka web-app. The number of samples used is 144 respondent and the analytical technique used in this study is to use Partial Least Square (PLS) analysis. The findings of previous studies indicate that Retargeting Advertising, Price Discounts and Customer Behavior have a positive and significant effect on Purchase Decisions.

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Journal Info
Journal of Fundamental Management (JFM)
Website

Abbrev

jfm

Publisher

Universitas Mercu Buana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

ournal of Fundamental Management is an academic journal published by the Mercubuana University S1 Management Study Program. The aim of JFM is to promote innovative thinking in the field of management and other related fields. This journal focuses primarily on promoting research results related to ...