The Effect of Sales Promotion, Advertising, and Word of Mouth on Consumer Purchase Decision in Tokopedia Marketplace (Case Study of Millennial Generation in Padang City)

Rivaldo, Rahmad (2022) The Effect of Sales Promotion, Advertising, and Word of Mouth on Consumer Purchase Decision in Tokopedia Marketplace (Case Study of Millennial Generation in Padang City). Diploma thesis, Universitas Andalas.

	Text (Cover dan Abstrak) Cover and Abstrack.pdf - Published Version Download (318kB)
	Text (BAB 1) BAB 1.pdf - Published Version Download (107kB)
	Text (BAB 5) BAB 5.pdf - Published Version Download (41kB)
	Text (Daftar Pustaka) Daftar Pustaka.pdf - Published Version Download (155kB)
	Text (Skripsi Full Text) Skripsi Full Text.pdf - Published Version Restricted to Repository staff only Download (3MB) | Request a copy

Abstract

Technological developments are increasingly rapid and accompanied by consumer behavior that tends to buy and sell online to meet their daily needs. One of them is through online marketplaces. This study aims to see the effect of sales promotion, advertising, and word of mouth on consumer purchase decisions in Tokopedia Marketplace (case study of millennial generation in Padang City). This study used a hypothesis testing method with 102 samples taken using a non-probability sampling technique with a purposive sampling method. Research data processing was carried out to see the effect between the independent variables and the dependent variable with the SmartPLS version 4.0 program. This study confirms that sales promotion, advertising, and word of mouth has positive and significant effect on customer purchase decisions.

Actions (login required)

View Item