Research Paper
Year: 2020 | Month: December | Volume: 7 | Issue: 12 | Pages: 417-423
Effect of Online Marketing on Purchasing Decisions on Converse Brand Shoes for High School Students, Yayasan Pendidikan Harapan 1 Medan
Desy Fauziah Nasution1, Amrin Fauzi2, Beby Karina Fawzeea Sembiring2
1Postgraduate Students Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Desy Fauziah Nasution
ABSTRACT
This study aims to determine effect of online marketing on purchasing decisions on converse brand shoes for High School Students, Yayasan Pendidikan Harapan 1 Medan. The population in this study were all high school students of Yayasan Pendidikan Harapan 1 Medan who bought converse brand shoes through an online shop totaling 62 people. Sampling using unidentified sampling. The analytical method used in this study is a descriptive methodology and the nature of this study uses the level of associative explanation and analysis used is the multiple linear analysis. The results showed all free variables, namely trust, convenience, quality of information, price simultaneously and partially have a positive effect on purchasing decisions in high school students, Yayasan Pendidikan Harapan 1 Medan.
Keywords: Trust, Convenience, Quality of Information, Price, Purchasing Decisions.
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