Pengaruh Pemasaran Online terhadap Keputusan Pembelian Produk Sepatu Merek Converse pada Siswa/I Sma Yayasan Pendidikan Harapan 1 Medan

Abstract

The research aims to discover the effects of online marketing on purchase decision of converse shoes in the students at Harapan 1 Education Foundation Medan. The population of this research is made up of all Senior High School students in Harapan 1 Education Foundation Medan who have purchased converse shoes from online shops with a total of 62 students. Data sampling is conducted using unidentified sampling technique. Descriptive causal method with associative explanation level method is used for the analysis and multiple regression analysis is used as the data analysis technique. The results show that all independent variables, namely trust, convenience, information quality, and price simultaneously and partially have positive effects on purchase decision of the Senior High School students at Harapan I Education Foundation Medan.