MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)

Soeryanto Soegoto, Eddy (2018) MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA). Majalah Ilmiah UNIKOM, Vol.16. ISSN 1411-9374

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Abstract

The goals of the research are to divulge the implementation of promotion mix strategy and its impact on the purchase decision towards the Go-jek online transportation service. The research-er uses a quantitative approach, descriptive and verified design, and survey method. As much as 100 respondents have been drawn using the purposive approach from the population of the Go-jek consumers. The data collection employs questionnaire and the path analysis procedure has been used as the data analysis technique. The findings of this research are as follows: the varia-bles of advertising, sales promotion, personal sale, publicity and community relationship fall into moderate � good category; moreover both partially and simultaneously the variables of advertis-ing, sales promotion, personal sale, publicity and community relationship, as well as direct mar-keting affect the purchase decision.

Item Type: Article
Uncontrolled Keywords: advertising;sales promotion;personal sale;publicity and community relationship;direct marketing and the purchase decision
Subjects: Jurnal Tercetak > Majalah Ilmiah UNIKOM
Divisions: Universitas Komputer Indonesia > Direktorat > Lembaga Penelitian dan Pengabdian Masyarakat
Depositing User: M.Kom Taryana Suryana
Date Deposited: 25 Oct 2018 03:19
Last Modified: 25 Oct 2018 03:19
URI: https://repository.unikom.ac.id/id/eprint/56835

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