PENGARUH HARGA, IKLAN DAN PROMOSI PENJUALAN TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE LAZADA (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi dan Bisnis UNISMA)

Abstract

ABSTRACT            This study aims to determine and analyze the influence of prices, advertisements and sales promotions simultaneously and partially on consumer buying interest in Lazada E-Commerce. The method used is purposive sampling technique which is the technique of determining the sample with consideration of certain criteria. The analytical technique used is quantitative descriptive using a Likert scale, multiple linear regression analysis, coefficient of determination and also through f test and  t test using the SPSS program.

Based on the results of data analysis simultaneously shows that the influence of price variables, advertising and sales promotion has a significant influence on consumer buying interest in Lazada E-Commerce. While partially the price and advertising variables have no significant effect on consumer buying interest. And for sales promotion variables have a significant influence on buying interest in Lazada E-Commerce.

 

Keywords: Price, advertising, sales promotion, buying interest