Faktor Penentu Keberhasilan Penjualan Daring
DOI:
https://doi.org/10.58812/jmws.v3i08.1571Kata Kunci:
Keputusan Beli Daring, Konten Marketing, Diskon, Kesenangan KonsumenAbstrak
Penelitian ini bertujuan untuk menguji variabel keputusan beli daring. Keputusan beli seseorang dipengaruhi oleh faktor konten marketing, diskon, dan kesenangan konsumen. Data diperoleh melalui kuesioner yang dibagikan secara daring pada responden yang memenuhi persyaratan (berencana membeli produk di toko online). Sampel yang digunakan berjumlah 200. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Uji hipotesis menggunakan analisis regresi logistik. Hasil dalam penelitian ini menunjukkan bahwa 4 hipotesis terdukung. Hubungan antara konten marketing terhadap keputusan beli daring positif. Hubungan antara diskon terhadap keputusan beli daring positif. Variabel kesenangan konsumen memoderasi semu hubungan antara konten marketing pada keputusan beli daring. Variabel kesenangan konsumen memoderasi semu hubungan antara diskon pada keputusan beli daring.
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