Research Paper
Year: 2022 | Month: June | Volume: 9 | Issue: 6 | Pages: 352-357
DOI: https://doi.org/10.52403/ijrr.20220637
Effect of Advertising, Product Price, and Discount on Consumer Purchase Decision in Online Shopping During the COVID-19 Pandemic at PT Map Aktif Adiperkasa, Tbk
Sheren Khymel1, Rosinta Romauli Situmeang2, Winda Sari3, Fernando Simanjuntak4, Isa Litasari Br Tampubolon5
1,2,3,4,5Universitas Prima Indonesia, Indonesia.
Corresponding Author: Rosinta Romauli Situmeang
ABSTRACT
The research objective is to analyze effect of advertising, product price, and discount on consumer purchase decision in online shopping during the COVID-19 pandemic at PT Map Aktif Adiperkasa, Tbk. This type of research is a type of quantitative research. The population in this study were online shoppers PT Map Aktif Adiperkasa, Tbk. which is located in Medan City and Central Jakarta during the corona virus disease 2019 (COVID-19) pandemic 2020-2021. For this reason, samples taken from the population must be truly representative. So the sample in this study was 100 respondents. The method of analysis in this study using multiple linear regression analysis. Multiple linear regression analysis consists of partial hypothesis testing (t test), simultaneous (F test), and coefficient of determination (R2). The results showed that partially advertising has no significant effect on consumer purchase decision in online shopping during the COVID-19 pandemic at PT Map Aktif Adiperkasa, Tbk. Product price has significant effect on consumer purchase decision in online shopping during the COVID-19 pandemic at PT Map Aktif Adiperkasa, Tbk. Discount has significant effect on consumer purchase decision in online shopping during the COVID-19 pandemic at PT Map Aktif Adiperkasa, Tbk. Simultaneously, advertising, product price, and discount have significant effect on consumer purchase decision in online shopping during the COVID-19 pandemic at PT Map Aktif Adiperkasa, Tbk. The coefficient of determination found that 13.6% of consumer purchase decision could be explained by the relationship between advertising, product price, and discount, while the other 86.4% were not explained by the variables studied in this study.
Keywords: Advertising, Product Price, Discount, Consumer Purchase Decision.
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