Jurnal Ekonomi Lembaga Layanan Pendidikan Tinggi Wilayah I
Vol. 4 No. 2 (2024): Articles Research November 2024

Investigating Consumer Purchasing Decisions Of Convenience Products Nowadays: The Effect Of Customer’s Character, Pricing, And Digital Marketing

Murti, Lita Indira (Unknown)
Maharani, Anita (Unknown)
Pujiwati, Ami (Unknown)

Article Info

Publish Date
16 Nov 2024

Abstract

The aim of this study was to explore consumer purchasing decisions of convenience products specifically daily use cosmetic. This study elaborates several concepts related to factors of consumer purchasing decisions. However, this study follows quantitative approach, this research collects data through survey distribution to all daily use cosmetic and was collected 96 respondents and to analysis the data, researcher undergo through several techniques, that were ANOVA, and t-test. Based on the results of the study, factors affecting consumer’s purchasing decisions was significantly influenced by consumer character, pricing, digital marketing.

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Journal Info
Jurnal Ekonomi Lembaga Layanan Pendidikan Tinggi Wilayah I
Website

Abbrev

juket

Publisher

Lembaga Layanan Pendidikan Tinggi 1 Wilayah Sumatera Utara

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ekonomi LLDIKTI Wilayah I (JUKET) is published by LLDIKTI Wilayah 1 Sumatera Utara. Jurnal Ekonomi LLDIKTI Wilayah I (JUKET) is a biannually periodical publication. Articles submitted will be published every May and November. The mission of the Jurnal Ekonomi LLDIKTI Wilayah I (JUKET) is to ...