Published: 2025-04-10
Analisis Faktor yang Mempengaruhi Keputusan Berbelanja Online
DOI: 10.35870/emt.v9i2.3783
Dharnita Chandra, Puspa Rini, Sattar, Dharlinda Suri, Sengguruh Nilowardono
- Dharnita Chandra: Institut Maritim Prasetiya Mandiri ,
- Puspa Rini: Universitas Pat Petulai ,
- Sattar: STIMI Samarinda ,
- Dharlinda Suri: STKIP PGRI Bandar Lampung ,
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Sengguruh Nilowardono:
Universitas Narotama
Abstract
The study aims to determine the influence of promotion and purchase interest on online shopping decisions for Cardinal Product Consumers. The sample in this study was 100 people, all of whom were taken from the residents of Tegal City. Data collection through questionnaires and data analysis using SPSS 25. Data analysis includes tests: Validity, Normality, Classical Assumptions, Multiple Linear Regression Analysis and Hypothesis. The results of the study indicate that promotion and purchase interest have a positive and significant effect on online shopping decisions for Cardinal Product Consumers. Based on the determination coefficient value (R2), it was obtained at 79 %, meaning that the online shopping decision variable for Cardinal Product consumers is influenced by promotion and purchase interest.
Keywords
Shopping Decisions; Promotion; Purchase Interest; Cardinal Products
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 2 (2025)
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Section: Articles
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Published: 2025-04-10
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/emt.v9i2.3783
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Dharnita Chandra, Institut Maritim Prasetiya Mandiri,
Program Studi Manajemen, Institut Maritim Prasetiya Mandiri, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
Puspa Rini, Universitas Pat Petulai,
Program Studi Akuntansi, Universitas Pat Petulai, Kabupaten Rejang Lebong, Provinsi Bengkulu, Indonesia.
Sattar, STIMI Samarinda,
Program Studi Manajemen, STIMI Samarinda, Kota Samarinda, Provinsi Kalimantan Timur, Indonesia.
Dharlinda Suri, STKIP PGRI Bandar Lampung,
Program Studi Pendidikan Guru Sekolah Dasar (PGSD), Fakultas Ilmu Pendidikan, STKIP PGRI Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
Sengguruh Nilowardono, Universitas Narotama
Program Studi Manajemen, Universitas Narotama, Kota Surabaya, Provinsi Jawa Timur, Indonesia.
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