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All Journal Economicus: Jurnal Ekonomi dan Manajemen Jurnal Imiah Pengabdian Pada Masyarakat (JIPM) Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan Indonesian Journal of Social Science and Education
Muchammad Hamdani
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Dampak Iklan dan Promosi terhadap Keputusan Pembelian pada Marketplace Lazada Muchammad Hamdani; Mujito Mujito; Mimin Rukmini; Didin Samsudin
Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Vol. 2 No. 2 (2025): Desember : Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasimkb.v2i2.237

Abstract

This study aims to determine the effect of advertising and promotion on consumer purchasing decisions at Lazada online store. The type of research used is causal quantitative with the study conducted in Bogor City over six months (December 2019–May 2020). The population of this research is all Lazada consumers in Bogor, with an unknown total number, while the sample was taken using accidental sampling technique with 100 respondents. Data were analyzed using multiple linear regression. The results show that: (1) partially, advertising has a significant effect on purchasing decisions (tcount 7.423 > ttable 1.984; sig. 0.000 < 0.05), while promotion has no significant effect (tcount 1.718 < ttable 1.981; sig. 0.089 > 0.05); (2) simultaneously, advertising and promotion have a significant effect on purchasing decisions (Fcount 27.791 > Ftable 2.696; sig. 0.000 < 0.05); (3) the adjusted R² value is 0.351, indicating that 35.1% of purchasing decisions are influenced by advertising and promotion, while the remaining 64.9% are influenced by other factors not examined; (4) the most dominant variable is advertising, with a regression coefficient of 0.594.
Co-Authors ., Al Amin Adi Haniefa Adyas, Dasmansyah Al Amin Anita Riskya Arini Putriani Dasmansyah Adyas Eka Sulistiawati Erna Herlina Faiz Albanna Fitriyani Heru Satria Rukmana Jaka Permana Jarot Wuryanto Larasati Larasati Larasati Mimin Rukmini Mochammad Adam Husein Muhlis Muhlis Muhlis Mujito Mujito Mujito Mujito Mujito, Mujito Mulyani Mulyani Nazwa Rahmania Ridwan Ridwan Ridwan Samsudin, Didin Siti Adawwiah Syaiful Anwar Tyara Pratiwi Poernomoputri Yasnimar Ilyas Zakaria Hamzah, Zeze Zeze Zakaria Hamzah