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Universitas Ciputra
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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

 1 
Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education Padmalia, Metta
Jurnal Manajemen dan Kewirausahaan Vol 7, No 2 (2019): December 2019
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v7i2.3329

Abstract

The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial. This study is expected to provide an understanding of digital consumer buying behavior related to the generation of millenials students. The study population are all the people who have made a purchase online, while samples are selected based on purposive random sampling as 200 respondents. The data analysis uses a discriminant analysis  IBM SPSS Statistics program 22. The test results prove that the discriminant variable sites and communities are able to discriminate against cross-generational purchase decisions. https://doi.org/10.26905/jmdk.v7i2.3329
Co-Authors Adi Kurniawan Yusup Agatha, Olivia Agoes Tinus Lis Indrinanto Aloisius Calvin Mazzarello Andhika Widjojo Annisa Aisyah Fayola Ardiansyah, Topan Asta Ayu Susanti Bambang Sugiyono Agus Purwono Budiono, Yoppie Carolina Mustikarini Charistantya Tegar Aganta Charly Hongdiyanto Christina Sudyasjayanti Christina Whidya Utami Damelina B. Tambunan Daniel Kurniawan Deandra Vidyanata Devi Vionita Wahanadie Dewi M. Immanuel Dewi M. Immanuel Dewi Mustikasari Immanuel Ernantyo, Yosef Evandro Fachruroji, Tiara Musdhalifah Fahrul Riza Fazza, Diniar Mufrihatul Finolda, Finolda Finolda, Finolda George Reinhart Changi Gladys Greselda Gosal Guntur Gunawan Guntur Gunawan Hans Chandra Sandjaya Harisma, Ainun Hartono Hartono Hendro Susanto Immanuel, Dewi M. Indrianto , Agoes Tinus Lis Indrinanto, Agoes Tinus Lis Intan Ramadania Hartono Putri Irantha Hendrika Kenang Joshua, Davin Junko Alessandro Junko Alessandro Effendy Kelvianto Kusuma Kevin Simon Kezia Melodia Adiprasetya Krismi Budi Sienatra Kuarizmi, Arief Betta Laemonta, Jordyanto Hermanus Laij Victor Effendy Liliana Dewi Lintang, Shinta Ayu Maria Dini Gilang Prativi Maria Dini Gilang Prativi Muljono, Andreas P. Nisa, Puspayani Riesyah Putri Auliyah Rismawati, Rismawati Sitepu Romauli Nainggolan Roos Kities Andadari Sienatra, Krimsi Budi Sofia Umari Stanley Santosa Kamadjaja Stefany Stefany Teofilus Teofilus Teofilus, Teofilus Thiasyura, Honey Gabrielle Tiffany Angwar Tony Antonio Wendra Hartono Winarjo, Alexander Jevan Wongso, Nikolas Yensen Fernando Wijaya Yosef Evandro Ernantyo Yoseva Maria Yuli Kartika Dewi