ANALISIS PEMASARAN INTERAKTIVE DALAM MENARIK MINAT KONSUMEN BERBELANJA ONLINE DAN KEPUASAN BERBELANJA

Nurdiana, NPM 1901300166 (2023) ANALISIS PEMASARAN INTERAKTIVE DALAM MENARIK MINAT KONSUMEN BERBELANJA ONLINE DAN KEPUASAN BERBELANJA. Tugas_ Akhir (Artikel) : Journal of Trends Economics and Accounting Research, 3 (4). pp. 380-389. ISSN 2745-7710 (Media Online)

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Abstract

This study aims to find out: (1) the effect of interactive marketing on online shopping satisfaction in Panai Hilir sub district, (2) the effect of interactive marketing on consumer interest in online shopping in Panai Hilir sub-district, and (3) the effect of interactive marketing on shopping satisfaction in Panai Hilir sub-district mediated by consumer interest. This research is qualitative research. The sampling technique used in this study was purposive sampling. Data collection techniques use questionnaires that have been tested for validity and reliability. The data analysis techniques used to answer this research hypothesis are path analysis and sobel tests. The results of the study at the 5% significance level showed that: (1) there is an influence of interactive marketing strategies on shopping satisfaction. (2) there is an influence of shopping interest on shopping satisfaction Keywords : Interactive Marketing; Shopping Satisfaction; Shopping Interest =================================================================== Penelitian ini bertujuan untuk mengetahui: (1) pengaruh pemasaran interaktive terhadap kepuasan berbelanja online di kecamatan Panai Hilir, (2) pengaruh pemasaran interaktive terhadap minat konsumen berbelanja online di kecamatan Panai Hilir, dan (3) pengaruh pemasaran interaktive terhadap kepuasan berbelanja di kecamatan Panai Hilir yang dimediasi oleh minat konsumen. Penelitian ini merupakan penelitian kualitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitas.Teknik analisis data yang digunakan untuk menjawab hipotesis penelitian ini adalah analisis jalur (path analysis) dan uji sobel. Hasil penelitian pada taraf signifikansi 5% menunjukkan bahwa: (1) terdapat pengaruh strategi pemasaran interaktive terhadap kepuasan berbelanja. (2) terdapat pengaruh minat berbelanja terhadap kepuasan berbelanja Kata Kunci : Pemasaran Interaktive; Kepuasan Berbelanja; Minat Berbelanja

Item Type:	Article
Uncontrolled Keywords:	Interactive Marketing; Shopping Satisfaction; Shopping Interest =============================== Pemasaran Interaktive; Kepuasan Berbelanja; Minat Berbelanja
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	31 Oct 2023 08:07
Last Modified:	31 Oct 2023 08:07
URI:	http://repository.ulb.ac.id/id/eprint/451

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