Work

Pop Up Ads Affecting Buying Decision Mediated by Purchase Intention in Online Marketplace (Lazada) in Denpasar

Year: 2020

Type: article

Abstract: This study aims to determine the effect of pop up ads toward buying decision with purchase intention as the mediating variable. Pop up ads is a form of digital marketing, where pops up when someone open a website. Denpasar known as the capital city of Bali, and known for the the highest rate of education in Bali.The respondence of this research is 150 people who live in Denpasar, accustomed to using internet, and have seen Lazada’s pop up ads. Pop up ads have a negative effect toward purchase intention, and buying behaviour, while purchase intention have a positive effect toward buying decision

Source: DOAJ (DOAJ: Directory of Open Access Journals)

Authors: Vincent Wijaya, Ni Made Dhian Rani Yulianti

Institution: University of National Education

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3048827446

FWCI: 0.385

Cites: 11

Cited by: 3

Related to: 10