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All Journal Widya Cipta : Jurnal Sekretari dan Manajemen Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Moneter : Jurnal Akuntansi dan Keuangan JURNAL LENTERA BISNIS Dinasti International Journal of Management Science Jurnal Pendidikan dan Kewirausahaan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Industrial Engineering & Management Research (JIEMAR) Quantitative Economics and Management Studies International Journal of Social and Management Studies (IJOSMAS) International Journal of Educational Review, Law And Social Sciences (IJERLAS) Jurnal Ekonomi Jurnal Akuntansi Dan Bisnis Indonesia (JABISI) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Jurnal Informatika Ekonomi Bisnis (JIMBE) Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Socius: Social Sciences Research Journal Jurnal Ekonomi Bisnis Antartika Jurnal Manajemen dan Administrasi Antartika JMAEKA: Jurnal Manajemen Ekonomi Akuntansi International Journal of Economics and Management Research
Eulin Karlina
Universitas Bina Sarana Informatika
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics 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 A, Anastasya Aprida Situmorang Baharuddin Chirinna, Yeshana Dede Suleman Dedi Suharyadi Dinar Riftiasari Enggar Widianingrum Epilafaza, Sonia Fajar Kurniawan Fajri Ariandi Fera Nelfianti Helmy Ivan Taruna heri aryadi, heri Ida Zuniarti Ida Zuniarti, Ida Instianti Elyana Instianti Elyana Instianti Elyana Instianti Elyana Instianti Elyana Instianti Elyana, Instianti Isroni Isroni Isroni Jaka Santosa Joko Ariawan Justian Megi Muhamad Khadafi Firman Nadiyanti, Siti Harum Sari Nur Eka Saputra Nurhayaty, Ety Nurzalinar Joesah Nyoman Suardhita Nyoman Suardhita Nyoman Suardhita nyoman suardhita, nyoman Oki Rosanto Panji Suratriadi Popon Rabia Adawia Purnama Sari Puspasari, Aprilia Raden Ati Haryati Rahmadani, Diyah Ayu Resti Yulistria Rini Martiwi Roy Irawan Ryad, Ahmad Sabil Sabil Sabil sabil sabil, sabil Saputri, Frizka Leoni Sinta Rukiastiandari Siti Dedeh Humaeroh Siti Nuryati Siti Nuryati Sofyan Marwansyah Sri Rusiyati Sukmono Bayu Adhi Susan Rachmawati Taat Kuspriyono Tuty Mutiah Wiwin Wianti, Wiwin Yulianah Yulianah Yulianah Yulianah Yuniarti, Puji Yunita, Nadia Zaenal Arief Zahari , Ari Zahra Zahra Zulkifli Zulkifli