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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT
Margahana, Helisia Margahana
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Decision Sciences, Operations Research & Management

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ANALISIS PENGARUH IKLAN ONLINE TERHADAP MINAT BELI: STUDI KASUS PENGGUNA APLIKASI E-COMMERCE DI OKU TIMUR Margahana, Helisia Margahana
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol 5 No 2 (2020)
Publisher : Economic Faculty, Attahiriyah Islamic University

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Abstract

Purpose- This study aims to determine the effect of online advertising on buying interest in consumers who use e-commerce media in the Eastern OKU region. Design/methodology/approach- Data were collected through a questionnaire, as many as 100 respondents were chosen randomly. Linear regression is used to test the stud hypothesis. Findings- The results show that online advertising does not affect purchasing interest. This condition indicates that consumers are now getting smarter and have broad preferences to determine purchases intention. Implications- this study can provide information to marketers to pay attention to online advertising content so that it can appeal to prospective buyers. Keywords: online advertising, purchase intention
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