Influence of Advertisement and Selling Promotion on Buying Decision

Authors

  • Nani Cahyani Department of Management, Faculty of Business, Institute of Business and Informatics Kesatuan, Jl. Rangga Gading No. 1, Kecamatan Bogor Tengah, Kota Bogor, Jawa Barat, Indonesia 16123
  • Marwan Effendy Department of Information System, Faculty of Informatics and Tourism, Institute of Business and Informatics Kesatuan, Jl. Rangga Gading No. 1, Kecamatan Bogor Tengah, Kota Bogor, Jawa Barat, Indonesia 16123
  • Gotfridus Goris Seran Department of Public Administration, Faculty of Social and Political Sciences, Djuanda University, Jl. Tol Ciawi No. 1, Kotak Pos 35 Ciawi, Bogor, Indonesia 16720

Keywords:

advertisement, buying decision, consumer behavior, e-commerce, selling promotion

Abstract

The development of e-commerce in Indonesia has continually increased. The e-commerce has been seen as a new system for the business world by using the information technology. The e-commerce has been mostly used by the digitally-based marketing media. The activities of online selling and buying or e-commerce have been prefered. The rapid development of e-commerce has caused the e-commerce-based industries and motivated them to closely compete with each others in order to be mostly prefered by the consumers. Each e-commerces have formulated their strategies in order to compete with others. This research conducted on Shopee e-commerce in Bogor City, West Java Province, Indonesia, aims to analyze the influence of advertisement and selling promotion on buying decision. Method of this research corelationally and statistically analizes data to test hypothesis. Results of this research generally conclude three findings. Firstly, advertisement positively and significantly influences buying decision. Secondly, selling promotion positively and significantly influences buying decision. Thirdly, advertisement and selling promotion positively and significantly influence buying decision.

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Published

2021-12-16

How to Cite

Cahyani, N., Effendy, M., & Seran, G. G. (2021). Influence of Advertisement and Selling Promotion on Buying Decision. International Journal of Sciences: Basic and Applied Research (IJSBAR), 60(5), 14–25. Retrieved from https://www.gssrr.org/index.php/JournalOfBasicAndApplied/article/view/13584

Issue

Vol. 60 No. 5 (2021)

Section

Articles

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