EFFECT OF ONLINE MARKETING ON PURCHASE DECISION (Study on Sate Cumi Rempah Pedas Cihanjuang)
Alvin Rafi Alfarissy, Ratih Hurriyati, Hilda Monoarfa

Department of Management
Postgraduate School of Universitas Pendidikan Indonesia
Bandung, Indonesia

Abstract

This research is motivated by the development of technology to support sales. This study aims to determine the effect of online marketing with four indicators, namely information, service quality on web, cost, and promotion on purchasing decisions. The research method used is an explanatory survey with a quantitative approach and uses a questionnaire as a data collection tool. The population in this study were consumers of Sate Cumi Rempah Pedas Cihanjuang in March 2021, the sample was taken using accidental sampling technique as many as 32 respondents. The results showed that online marketing had a positive and significant effect on purchasing decisions. Promotion indicator is the highest contribution and the information indicator is the lowest contribution in online marketing purchasing decisions.

Keywords: Online Marketing- Information- Service Quality On Web- Cost- Promotion- Purchase Decision

Topic: Marketing Management