Putra, Seven (2021) Pengaruh Pemasaran Online Terhadap Keputusan Pembelian Dalam Peningkatan Penjualan Mobil Bekas Pada Showroom Auto Class Prasada Kota Padang. Masters thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to explain how much influence online promotion has on purchasing decisions in increasing used car sales at the Prasada Auto Class Padang Showroom. The population in this study amounted to 107 people with a sample of 84 respondents using simple random sampling technique. Types and sources of data used are primary data and secondary data with observation data collection methods, interviews, questionnaires and documentation studies. While the data analysis method used is data quality test, classical assumption test, multiple linear regression analysis, hypothesis testing and determination coefficient test. The results show that online marketing which consists of personal relevance, interactivity, message and brand familiarity variables has a significant effect simultaneously on purchasing decisions. Partially, only personal relevance variables have a significant effect on purchasing decisions. The independent variable in this study has a contribution percentage of 86.9% influence on purchasing decisions while the remaining 13.1% is influenced by other variables not included in this model.

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