Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)

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The Process of Product Purchasing Decision Through E-Marketing

Authors
Rizky Fauziah, Rahma Wahdiniwaty
Corresponding Author
Rizky Fauziah
Available Online 13 January 2020.
DOI
10.2991/aebmr.k.200108.030How to use a DOI?
Keywords
E-Marketing, consumer processes, purchasing decision
Abstract

The purpose of this research is to determine whether the online marketing can influence purchase decisions of the internet users in buying a product. The method used in this research is multiple linear regression where the data is processed by SPSS programs. The unit of analysis in this research is the Meffy Skincare consumers with 73 respondents in Bandung. The instrument used in the form of structured questionnaires with Likert scales. The results show that four factors were found to significantly influence consumer decisions, the Purchasing Transaction Process, Product Excellence, Information Clarity, and Service Excellence. Variable Purchase Transaction Process (X1) produces a calculated t value of 0.283 with a significance of 0.850 has a substantial effect on purchasing decisions. The t-test results in the Product variable (X2) produce a t value of 0.33 with a significance Excellence of 0.218. Variable Information Clarity (X3) produces a calculated t value of 0.212 with a significant 0.002, and Service Excellence (X4) produces a calculated t value of 0.203 with a significant 0.036, meaning that variable service excellence has a significant effect on decisions purchase.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)
Series
Advances in Economics, Business and Management Research
Publication Date
13 January 2020
ISBN
10.2991/aebmr.k.200108.030
ISSN
2352-5428
DOI
10.2991/aebmr.k.200108.030How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Rizky Fauziah
AU  - Rahma Wahdiniwaty
PY  - 2020
DA  - 2020/01/13
TI  - The Process of Product Purchasing Decision Through E-Marketing
BT  - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Economics, Business and Management Track (ICOBEST-EBM 2019)
PB  - Atlantis Press
SP  - 125
EP  - 129
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200108.030
DO  - 10.2991/aebmr.k.200108.030
ID  - Fauziah2020
ER  -