- PENGARUH PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN JASA TRANSPORTASI ONLINE GRAB DI KOTA PAGAR ALAM

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  • Nurlela Lela ITBIs Lembah Dempo
  • Laili Dimyati Sekolah Tinggi Ilmu Ekonomi Lembah Dempo
  • Mastriati Hini Hermala Dewi Sekolah Tinggi Ilmu Ekonomi Lembah Dempo
Keywords: Promosi Online, Keputusan Pembelian

Abstract

ABSTRACT

This study aims to determine the effect of online promotions on the decision to purchase online grab transportation services in the city of PagarAlam. The population in this study is the community of PagarAlam city, amounting to 75 respondents. This research uses associative research with a quantitative approach. The sampling technique is simple random sampling which means taking sample members and the population is done randomly without regard to strata that exist in that population. Data analysis using simple linear regression analysis and t test. The results of the simple linear regression test in this study indicate that online promotion has a positive and significant effect on purchasing decisions of online grab transportation services in the city of PagarAlam so that a simple linear regression equation can be known, namely Y = 7,789 + 0,277 X. Where the constant value is 7,789 and the value of the linear regression coefficient of online promotion has a positive effect. If the online promotion increases by one unit, the purchasing decision will increase by 0.277 units. The results of the t test where the significant value of 0,000, which means less than 0.05 so the hypothesis is accepted.

 

References

DAFTAR PUSTAKA

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Published
2021-03-22
Section
Articles