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All Journal International Journal of Economics Development Research (IJEDR)
Sumadi Saputra
Universitas Sarjanawiyata Tamansiswa
Economics, Econometrics & Finance Social Sciences

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Analysis of purchasing decisions through advertising on social media, product completeness and brand image on the Tokopedia application Sumadi Saputra; Muinah Fadhilah; Agus Dwi Cahya
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 3 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.4141

Abstract

This research aims to determine the influence of "Advertising on Social Media, Product Completeness and Brand Image on Purchasing Decisions on the Tokopedia Application". The type of research used is quantitative research. The population of this research is Tokopedia application users in Yogyakarta who make a minimum purchase once and have a minimum age of 17 years. The research sample consisted of 100 respondents. This research uses a purposive sampling technique. This research analysis model uses the SPSS 23 application. Data was collected using a questionnaire. The analysis techniques used are Multiple Linear Regression Analysis, Classical Assumption Test, Hypothesis Testing, and Coefficient of Determination. The results of this research show that the variable advertising on social media, brand image has a significant influence and the product completeness variable has no influence on purchasing decisions. Advertising variables on social media, product completeness, and brand image simultaneously influence purchasing decisions.
Co-Authors Agus Dwi Cahya Muinah Fadhilah