How can digital marketing influence the purchasing decisions on Lazada.co.id?
Reminta Lumban Batu, Indah Krisnawati, Ibnu Auf Ubaidi, Hanif Rais
Universitas Singaperbangsa Karawang
Abstract
Digital business is a business that requires internet networks to operate and market products. E-Commerce is a rapidly developing digital business in Indonesia that connects companies with customers to conduct transactions, transport goods and transport information through the internet. The purpose of this study is to study the Digital Marketing Simulation of Online Purchasing Decisions at Lazada.co.id. This research was conducted using descriptive and verification methods. The sampling technique of this study was proportional stratified random sampling using the Slovin formula. The type of data used in this study are primary data and secondary data. Data is processed using simple linear regression analysis which has been transformed into natural log (Ln). The results of this study prove that Digital Marketing has a positive and significant effect on Online Purchasing Decision.
Keywords: Digital Marketing, Online Purchase Decision, E-Commerce
Topic: Marketing Management