Pengaruh Digital Marketing, Gaya hidup dan online customer review terhadap Keputusan pembelian di aplikasi Shopee pada masyarakat desa Siulak deras

Putri, Tiara Pengaruh Digital Marketing, Gaya hidup dan online customer review terhadap Keputusan pembelian di aplikasi Shopee pada masyarakat desa Siulak deras. Pengaruh Digital Marketing, Gaya hidup dan online customer review terhadap Keputusan pembelian di aplikasi Shopee pada masyarakat desa Siulak deras. (Unpublished)

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Abstract

Research Objective: To determine the influence of digital marketing, lifestyle, and online customer reviews partially or simultaneously on purchasing decisions on the Shopee application in the Siulak Deras village community. Research Design/Methodology/Approach: The population in this research is the people of Siulak Deras Kerinci village. The sample for this research consisted of 90 respondents using the convenience sampling technique. The data analysis tools used are Likert Scale, Multiple Linear Regression Analysis, Partial and Simultaneous Determination Coefficient, t Test and F Test. Research Results: The research results show that both partially and simultaneously digital marketing, lifestyle and online customer reviews have a significant and positive effect on purchasing decisions. Implications of Research Results: The results of this research provide an idea for online business actors so they can pay attention to consumers' shopping styles, namely by providing the best discounts and promotions to attract consumers' interest. Keywords: Digital Marketing, Lifestyle, Online Customer Review

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