Factors Determining Purchase Decision On Products Somethinc

Firnanda, Alifiya Ayu (2023) Factors Determining Purchase Decision On Products Somethinc. Jurnal Manajemen Sains dan Organisasi, 4 (3). pp. 353-365. ISSN 2798-9577

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Abstract

Objective - The purpose of this research is to determine the influence of advertising attractiveness, influencer marketing, online customer reviews, and brand image on purchase decisions for Somethinc products. Design/Methodology/Approach - The research was conducted using a purposive sampling technique on 100 students at Muhammadiyah University of Gresik who were/had used, and had purchased at least once, Somethinc products. Then, the data was processed using IBM SPSS Statistics 24. Research Findings - It was found that Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, and Brand Image had a positive influence on Purchase Decisions. Conclusions and Implications - The Somethinc product company can increase its Advertising Attractiveness, Influencer Marketing, Online Customer Reviews, and Brand Image to increase purchasing decisions, especially for the target market of Muhammadiyah University Gresik students.

Item Type:	Article
Uncontrolled Keywords:	Advertising Attractiveness, Influencer Marketing, Online Customer Review, Brand Image, Purchase Decision
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Alifiya Ayu Firnanda
Date Deposited:	31 Jan 2024 02:47
Last Modified:	31 Jan 2024 02:47
URI:	http://eprints.umg.ac.id/id/eprint/9568

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