Pengaruh Brand Equity, Keamanan, Kreativitas Iklan, terhadap Keputusan Pembelian Online di Shopee pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang

Abstract

ABSTRACT

               This study aims to determine and analyze online marketing, brand equity, clan creativity, security of online purchasing decisions at Shopee at Students at FEB Islamic University of Malang ". The sample in this study was the FEB Students of Malang Islamic University in 2015-2018 who knew 92 online shopee advertisements. Data collection techniques from this research is by distributing questionnaires. Analysis of the data used in this research is quantitative descriptive using a Likert scale, multiple linear regression analysis, coefficient of determination and also through the f test and t test by using the SPSS program.

               Based on the results of data analysis, brand equity, security, and advertising creativity variables simultaneously have a significant effect on consumer purchasing decisions at the Faculty of Economics and Business at Malang Islamic University, and brand equity, security, and advertising creativity variables have a significant effect on consumer purchasing decisions. on the Students of the Faculty of Economics and Business, Islamic University of Malang. And brand equity, security, and advertising creativity variables have a significant effect partially on consumer purchasing decisions for students of the Faculty of Economics and Business, Islamic University of Malang.

 

Keywords: online marketing, brand equity, advertising creativity, purchasing decisions