Year: 2025
Type: article
Study design: Observational Study
Abstract: The study aims to determine the influence of promotion and purchase interest on online shopping decisions for Cardinal Product Consumers. The sample in this study was 100 people, all of whom were taken from the residents of Tegal City. Data collection through questionnaires and data analysis using SPSS 25. Data analysis includes tests: Validity, Normality, Classical Assumptions, Multiple Linear Regression Analysis and Hypothesis. The results of the study indicate that promotion and purchase interest have a positive and significant effect on online shopping decisions for Cardinal Product Consumers. Based on the determination coefficient value (R2), it was obtained at 79 %, meaning that the online shopping decision variable for Cardinal Product consumers is influenced by promotion and purchase interest.
Source: Jurnal EMT KITA
Authors: Dharnita Chandra, Puspa Rini, Sattar, Dharlinda Suri, Sengguruh Nilowardono
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407593669