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All Journal J-MIND (Jurnal Manajemen Indonesia)
Surya Darni
Fakultas Ekonomi Universitas Bumi Persada Lhokseumawe
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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ADVERTISING AND PURCHASE DECISION IN THE SHOPEE MARKETPLACE: Impact on Student e-Satisfaction Surya Darni; Azhari Azhari; Sutan Febriansyah
J-MIND (Jurnal Manajemen Indonesia) Vol 8, No 1 (2023): J-MIND (Jurnal Manajemen Indonesia), Juni 2023
Publisher : Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/j-mind.v8i1.10747

Abstract

This study aimed to examine the effect of advertising on purchase decisions and the e-satisfaction of Students at the University of Bumi Persada Lhokseumawe, and examined the mediating effect of purchase decision. The sampling method used was purposive sampling and respondents were collected by distributing structured questionnaires to 120 respondents who had shopped at the Shopee marketplace. the data analysis method used is path analysis using Multiple Linear Regression with the help of SPSS Software. The results showed that advertising had a positive and significant effect on e-satisfaction and the purchase decision mediated between the advertising variable and the e-satisfaction. This has implications for enriching knowledge and theory on e-satisfaction and digital marketing.
Co-Authors Azhari Azhari Sutan Febriansyah