The Effect of Promotion Through E-commerce on Purchasing Decisions on Flowins Products
Nur Ocvanny Amir, Harpowo, Eka Mevi Nandar Riani
Universitas Muhammadiyah Malang
Abstract
The ease of marketing products through online media, as well as the many benefits provided by online media such as broader market coverage, lower costs, 24-hour internet operating hours, and enabling closer and intense communication between business actors and consumers. This study aims to determine the effect of e-commerce promotion on purchasing decisions and customer satisfaction after purchasing Flowins products. The sampling method used was purposive sampling with a total of 80 respondents, the analysis used was quantitative descriptive and path analysis. The results obtained from this study indicate that the variables used show some results that have a significant effect and some do not have a significant effect. Purchasing decisions in general are not only based on promotional activities on social media and e-mail marketing only, but also can come from other factors other than those variables that can influence purchasing decisions. Interaction factors have the biggest influence on consumers of Flowins product purchasing decisions. While information quality factors have the biggest influence on Flowins consumer satisfaction.
Keywords: Consumer Satisfaction, Effect of Promotion, Flowins Products, Purchasing Decisions
Topic: Environmentally Sustainable Agriculture