Factors That Affecting Purchase Decision on Automotive Workshop Official Store In E-Commerce

被引：0

作者：

Pradipta, Indry Aristianto ^{[1
]}

Maulana, Yopy ^{[2
]}

Jio, Ivena Meylie Sanjaya ^{[1
]}

机构：

[1] BINUS Business Sch, Undergrad Program, Management Dept, Int Mkt Program, Jakarta 11480, Indonesia

[2] Bina Nusantara Univ, Fac Econ & Commun, Tourism Dept, Jakarta 11480, Indonesia

来源：

PROCEEDINGS OF 2020 INTERNATIONAL CONFERENCE ON INFORMATION MANAGEMENT AND TECHNOLOGY (ICIMTECH) | 2020年

关键词：

social media marketing; brand awareness; purchase decision;

D O I：

10.1109/icimtech50083.2020.9211127

中图分类号：

TP301 [理论、方法];

学科分类号：

081202 ;

摘要：

This research is conducted to find out what factors that affecting purchase decision in automotive workshop official store in E-commerce, considering that social media users and vehicle owners will increase continuously. In its implementation, this research uses quantitative methods and uses path analysis as a method of analyzing data that has been collected, as many as 120 respondents by spreading online's questionnaires. The results of this research show that social media marketing has a significant influence on brand awareness. And brand awareness has a significant influence on purchase decision. Also, social media marketing has a positive and significant influence on purchase decisions through brand awareness. There is a significant effect between Social Media Marketing, brand awareness on purchase decision.

引用

页码：738 / 743

页数：6

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