PENGARUH PEMASARAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DIKALANGAN MAHASISWA

(STUDY KASUS MAHASISWA FISIPOL UNIVERSITAS ISLAM RIAU)

  • Amelia Rahmi
  • Moris Adidi Yogia
Keywords: Online Marketing, Purchasing Decisions

Abstract

Fashion is a primary need of every human being. object of this study is that consumers
who buy fashion products online. The four online stores such as Jenawi T-shirts, Riau
Fashion, Pekanbaru store, and Aisyah Muslim Station is one of the online stores that
exist in Pekanbaru. As for the sale is fashion products such as clothes, bags, shoes, and
other fashion accessories. In marketing online store using online marketing. Online
marketing can increase sales and build long term relationships with consumers. Online
marketing is what is considered by the online store is the most effective marketing. This
study took a sample of 200 respondents using purposive (Dependence) and in analyzing
the data using descriptive and quantitative methods.Types and sources of data used are
primary data and secondary data. method of data collection is done by distributing
questionnaires to the respondents buyers of fashion products online and interviews to
the online store owner to obtain the results of this research conclusion that online
marketing in terms of convenience, the information, which is a little seduction, problem
recognition, information search, evaluation of alternatives, and the purchase decision
obtain a score of 11714 with score interval 11668-15000 criteria and classified into
(Very Influental) this shows that the influence of online marketing on purchasing
decisions. from the research can be seen that online marketing has a positive The effect
of online marketing on purchasing decisions among students of fashion products Fisipol
Islamic Univesity of Riau

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