Impact of consumer trust, free shipping, and advertising effectiveness on consumer purchase intention
Keywords:
Advertising Effectiveness Free Shipping; Consumer Trust; Purchase DecisionsAbstract
Purchase decisions are an important part of marketing, to support consumer purchase decisions it is necessary to have the effectiveness of advertising and consumer trust so that consumer purchase decisions do not become doubtful. This study aims to determine the effect of Advertising Effectiveness Free Shipping and Consumer Trust on purchase decisions. In this study, the emergence of problems in the purchasing decision variables on the time dimension of purchase is because those who use the Shopee online shopping application are not comparable to those who make purchases. This research method uses quantitative methods with an associative method approach. The sampling technique in this study used probability sampling, namely Simple Random Sampling; the samples taken in this study were 270 users of the Shopee online shopping application in Sukabumi City. The data analysis technique used in this research is multiple correlation coefficient, coefficient of determination test, simultaneous test (f test), multiple linear regression, and partial test (t-test). The results showed that there was a positive and significant influence of the Advertising Effectiveness of Free Shipping on the purchase decision variables and a positive and significant influence of the consumer trust variable on the purchase decision variables.
Downloads
Published
How to Cite
Issue
Section
License
So that authors and publisher may be protected from the consequences of unauthorized use of the contents published in IJME, we require, as a condition of publication, that authors assign us all rights, including subsidiary rights, to their work. This enables us to promote and distribute the contribution in professionally appropriate venues. Authors have nonexclusive license to use their work without charge and without further permission after it has been published by IJME, as long as the IJME publication is referenced.