ARIKA
Vol 14 No 2 (2020): ARIKA

THE Effect of Emotional Advertising and Environment Advertising on Purchase Decision at Shopee Marketplace

Reza Gustiani Ratu (Institut Manajemen Wiyata Indonesia)
Ce Gunawan (Institut Manajemen Wiyata Indonesia)

Article Info

Publish Date
31 Aug 2020

Abstract

Advertising has an important role for influencing purchasing decision. The purpose of this study is finding the impact of Shopee Advertising toward purchasing decision at shopee marketplace. Research methode that is used is quantitative methode. Analysis technique is using Multiple Regression Analysis by using 100 respondens, The results of this study are emotional advertising has an effect significant toward purchase decision partially; environment advertising does not have an effect toward purchase decision partially; and emotional advertising and environment advertising have an effect significant toward purchase decision simultantly

Copyrights © 2020




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Full PDF
373.537 KB
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
ARIKA
Website

Abbrev

arika

Publisher

Universitas Pattimura

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Industrial & Manufacturing Engineering

Description

Jurnal ARIKA merupakan Jurnal yang dikelola oleh Program Studi Teknik Industri Universitas Pattimura. Jurnal ini membahas ilmu di bidang teknik industri, sebagai wadah untuk menuangkan hasil penelitian baik secara konseptual maupun teknis yang berkaitan dengan Ilmu Teknik Industri. Jurnal Arika ...