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Wahyuli
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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THE EFFECT OF ADVERTISING AND WORD OF MOUTH ON ONLINE PURCHASING BEHAVIOR OF STUDENTS OF THE FACULTY OF ECONOMICS, UNIVERSITAS SERAMBI MEKKAH Susanti; Wahyuli; Saiful Amri; Samsul Ikhbar
JURNAL KREASI RAKYAT Vol. 1 No. 1 (2023): February - April
Publisher : Lembaga Riset dan Inovasi Kreyat Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (399.663 KB) | DOI: 10.64617/kreyat.v1i1.36-62

Abstract

The purpose of this study was to study the Effect of Advertising and Word of Mouth on Online Purchasing Behavior at the Faculty of Economics, Serambi University, Mecca, Jln Tgk Imum Lueng Bata, Lueng Bata, Batoh, Banda Aceh. The population in this study were students of the Faculty of Management Economics of the University of Serambi Mecca. Primary data collection is done through a questionnaire distributed to students. The analytical method used is hypothesis testing using multiple linear regression. Simultaneous hypothesis testing results and word-of-mouth promotion of online purchasing behavior at the Faculty of Economics, Serambi University, Mecca. While testing individual hypotheses are adverts against online purchasing behavior, and also word of mouth against online purchasing behavior in students of the Faculty of Economics Management of Serambi University.
Co-Authors Saiful Amri Samsul Ikhbar SUSANTI