PENGARUH PROMOSI ONLINE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BRAND KEEN.IDD (Studi Kasus pada Konsumen di Bandung)
Abstract
In the era of globalization, changes in consumer behavior have become one of the driving forces for changes in marketing strategies used by companies. One marketing strategy that can influence consumer buying interest is online promotion. Online promotion through social media can increase sales more widely and does not require expensive marketing costs.
This study aims to analyze the influence of online promotion on consumer purchase decisions for the KEEN.IDD brand (Case Study on Consumers in Bandung). This study uses a quantitative approach with a survey approach. The research sample consisted of 100 respondents who were selected using purposive sampling techniques. The research data was analyzed using multiple linear regression analysis.
The results of the study showed that online promotion had a positive and significant effect on the purchase decisions of KEEN.IDD brand consumers. This means that the better the online promotion carried out by KEEN.IDD, the greater the likelihood of consumers making a purchase.
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