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All Journal International Journal Administration, Business & Organization
Simanjuntak, Dina Yosephine Valentine
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Analisis Pengaruh Strategi Lini Produk terhadap Perilaku Konsumtif Mahasiswa Polban pada Transaksi Online Simanjuntak, Dina Yosephine Valentine; Chaniago, Harmon
International Journal Administration, Business & Organization Vol 4 No 3 (2023): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.23.244

Abstract

This study analyzes the effect of product line strategy on consumptive behaviour. This research case study was conducted on active POLBAN students for the 2019-2022 class. The method used is a quantitative descriptive method where primary data is the source of this research. Primary data was collected from G-Forms questionnaire distribution data distributed to 110 respondents. Primary data has been obtained and analyzed using a data processing validity test, reliability test, normality test, hypothesis test, and correlation analysis. Data analysis was obtained by simple linear regression. This data processing was processed using SPSS 26 software. The results of this study indicate that the product line strategy has a 5.55% influence on consumptive behaviour in online transactions (e-commerce). The magnitude of the proportion is a positive and significant influence. The larger the strategic product line, the higher the consumptive behaviour.
Co-Authors Chaniago, Harmon