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All Journal Productivity
Elroi Sarendeng Ruung
Universitas Sam Ratulangi

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Bahasa Indonesia Pengaruh Promosi Melalui Marketplace Shopee terhadap Keputusan Pembelian Scarlett Body Lotion di Kalangan Mahasiswa Elroi Sarendeng Ruung; Johny R. E. Tampi; Tinneke M. Tumbel
Productivity Vol 5 No 2 (2024): Juni 2024
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v5i1.54680

Abstract

The purpose of this study was to determine the effect of promotion on purchasing decisions. This type of research is descriptive quantitative, using a correlation approach and simple linear regression. The population in this study were students from the Faculty of Social and Political Sciences, Sam Ratulangi University Manado with sample criteria, namely students who have used or bought Scarlett Body Lotion products at Shopee, have bought similar products from the Scarlett Whitening brand, and have seen or visited advertisements about these products at Shopee. The research sample consisted of 97 respondents using a Likert scale questionnaire instrument. The results of the research in the t test show that there is a significant and positive effect of Promotion on Purchasing Decisions.
Co-Authors Johny R. E. Tampi Tinneke M. Tumbel