Pengaruh Positif Corporate Social Responsibility, Social Media Marketing dan Sales Promotion Tokopedia Terhadap Purchase Decision Konsumen
DOI:
https://doi.org/10.32493/jpkpk.v5i3.18569Keywords:
Corporate Social Responsibility, Social Media Marketing, Sales Promotion, Purchase DecisionAbstract
Penelitian ini bertujuan untuk menguji Pengaruh Positif Corporate Social Responsibility, Social Media Marketing, dan Promosi Penjualan Tokopedia terhadap Purchase decision Konsumen. “Pengambilan sampel yang digunakan dalam penelitian ini sebanyak 203 responden dari individu yang menggunakan aplikasi Tokopedia. Alat analisis data dalam penelitian ini menggunakan teknik uji instrumen berupa uji validitas, uji reliabilitas, dan uji hipotesis menggunakan regresi linear berganda dengan aplikasi SPSS.†Hasil pada penelitian ini menunjukkan bahwa terdapat pengaruh positif antara Corporate Social Responsibility dengan Purchase decision, terdapat pengaruh positif antara Social Media Marketing dengan Purchase decision dan terdapat pengaruh positif antara Sales Promotion dengan Purchase Decision. Penelitian selanjutnya diharapkan untuk mengambil sampel yang lebih banyak, hal ini bertujuan untuk keakuratan data yang lebih baik dalam penelitian.References
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