Rahmat, Yulianus Februardi (2022) Pengaruh Komunikasi Pemasaran Terhadap Keputusan Pembelian Online di Marketplace Shopee. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine how much influence marketing communication has on purchasing decisions in the marketplace shoppe either partially or simultaneously. The research method used in this research is descriptive and verification method with a sample of 99 respondents. Data collection techniques used in this study are questionnaires and documentation. The data analysis method used is multiple linear regression analysis, correlation coefficient analysis, and coefficient of determination analysis. The results of this study show that advertising, sales promotion and marketing of online media and social media simultaneously or completely affect the purchasing decisions of students at Merdeka University Malang in the marketplace shoppe. Partially, purchasing decisions are influenced by events and experiences, and personal sales are unidirectional. Event and experience variables have a dominant influence on purchasing decisions.

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