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Jurnal Majalah Ilmiah Unikom
MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)
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MODEL KEPUTUSAN PEMBELIAN MELALUI IMPLEMENTASI STRATEGI BAURAN PROMOSI PADA BISNIS ONLINE (STUDI KASUS: PADA TRANSPORTASI PT GOJEK INDONESIA)
Penulis
EDDY SOERYANTO SOEGOTO
Volume
Volume 16 No 1
Bidang
Bidang Ekonomi
Jurusan
Universitas Komputer Indonesia
Deskripsi
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.
Subjek
advertising;sales promotion;personal sale;publicity and community relationship;direct marketing and the purchase decision
Updated
Thu, 25 Oct 2018 09:37:21 +0700
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11.miu-16-no-1-eddy.pdf