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All Journal IJISTECH (International Journal Of Information System & Technology) Dinasti International Journal of Management Science Dinasti International Journal of Digital Business Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Akrab Juara : Jurnal Ilmu-ilmu Sosial IJISTECH International Journal of Multidisciplinary: Applied Business and Education Research Jurnal Ekonomi Jurnal Administrasi Bisnis (J-Adbis) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Golden Ratio of Mapping Idea and Literature Format Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi J-CEKI
Nurzalinar Joesah
Universitas Bina Sarana Informatika
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Social Sciences Other

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Online Advertisement, Online Marketplace, and Price as Intervening Variables in Influencing Product Purchase Decisions Rini Martiwi; Eulin Karlina; Instianti Elyana; Fera Nelfianti; Nurzalinar Joesah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5128

Abstract

Technological developments that occur in this era change consumer behavior in making purchasing decisions. Research on consumer purchasing decisions for a product has been done a lot. In this study, the authors aim to re-examine the factors that influence according to the current developments on consumer purchasing decisions on local Culinary UMKM products. In this study, The.factors.that become variables.are Online Advertisement, Online Marketplace, and Prices which are hypothesized to have an effect on Purchase Decisions for Local Culinary UMKM Products. The analytical methodused in this study is path analysis with the help of the SPSS for Windows version 26 statistical program. Respondents were collected from active social media users who had shopped for local UMKM products, both offline and online. Test the hypothesis that is guided by the value of sig.<0.05 then Ha is accepted and if the value is sig.>0.05 then Ha is rejected. This study also shows how significant the influence of Online Advertisement and Online Marketplace on Purchase Decisions directly or indirectly, which is through price as an intervening variable. The results obtained from this study are Online Advertisement, Online Marketplace, and Prices are proven to have a direct influence on Purchase Decisions. In addition, through the intervening variable, the value of the influence of Online Advertisement through Price does not have a significant effect on Purchase Decisions. While the Online Marketplace through Price has a significant influence on Purchase Decisions.
Co-Authors Adelia Lukitasari Arman Syah Putra Bilgah Bilgah Dede Suleman Eulin Karlina Eulin Karlina Faif Yusuf Fera Nelfianti Fera Nelfianti Fransisco, Sonny Helmy Ivan Taruna Henny Armaniah Ida Zuniarti, Ida Instianti Elyana Instianti Elyana Jeffry Latumahina Kusuma, Alan Budi Lilik Yuliawati Lukman Hakim Lukman Hakim Masuku, Dadang Ningrum, Endah Prawesti Nurhayaty, Ety Nurul Aisyah Puspasari, Aprilia Raden Ati Haryati Rani Kurniasari Resti Yulistria Rini Martiwi sabil sabil, sabil Sri Rusiyati Styaningrum, Etik Dwi Susan Rachmawati Syamsudin Syamsudin Vikaliana, Resista Yuliana Saridewi Kusumastuti