Work

Pengaruh Iklan Media Sosial Dan Pemberian Diskon Terhadap Minat Beli Konsumen (studi Pada Konsumen Grabfood Di Kota Lamongan)

Year: 2024

Type: article

Abstract: This research aims to determine the influence of social media advertising and discounts on Grabfood consumers' buying interest in Lamongan City. This research method uses quantitative methods. The population in this research is Grabfood consumers in Lamongan City. The sample used in this research was the entire population, namely 100 respondents, with a sampling technique using accidental sampling. The data analysis technique used in this research is multiple linear regression analysis. The hypothesis testing technique in this research was carried out using SPSS 25 software. The results of data analysis show that social media advertising positively and significantly influences consumer buying interest, then discounts positively and significantly influence consumer buying interest. Together, social media advertising and discounts have a positive and significant effect on Grabfood consumer buying interest in Lamongan City.

Source: JURNAL RUMPUN MANAJEMEN DAN EKONOMI

Authors: Nina Elvira Febianti, Anggraeni Sovi Maria Septiana, Maulidza Nur Fauzi, Imtinan Widhah Kumala, Bayu Malikhul Askhar

Institution: Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: No poverty

Open Access status: hybrid

OpenAlex ID: W7220128638

FWCI:

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Related to: 10