PENGARUH PEMASARAN ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi kasus pada konsumen Toko Sinar Muda Busa)

Abstract

ABSTRACT The purpose of this research are: 1) is online marketing consisting of personal relevance, online interactivity, message and brand familiarity affects simultaneously the purchase decision, 2) is online marketing consisting of personal relevance, online interactivity, message and brand familiarity partially affects the purchase decision By using sample of consumers who shop online at Sinar Muda Busa Store as much as 73 respondents. The results showed simultaneously online marketing variables have a significant effect, and partially online interactivity and personal relevance have no significant effect while message and brand familiarity have significant effect to consumer purchasing decision od Sinar Muda Busa Store.
Keyword: Marketing online, personal relevance, online interactyvity,
message, brand familiarity, and buying decision.