Analisis Keputusan Pembelian Online Tinjau dari Promosi, Harga dan Daya Tarik Iklan (Studi pada Produk Alat Kesehatan)

The purpose of this study is to analyze the effect of promotion on online purchasing decisions. To analyze the effect of price on online purchasing decisions. To analyze the effect of advertising attractiveness on online purchasing decisions. The population of the study were 107 buyers online in the Lazada, Shopee, Buka application, while the sample used was 100 respondents. Based on the results of the t test analysis, it was found that the promotion variable had a significant effect on purchasing decisions. The price variable has a significant influence on purchasing decisions. The attractiveness of advertising has a significant effect on purchasing decisions. The results of the F test are obtained jointly with the Promotion (X1), Price (X2), Advertising attractiveness (X3) variables have a significant effect on purchasing decisions. Based on the results of R square (R2) of 0.631, it means that the variation of changes in purchasing decision variables can be explained by the Promotion (X1), Price (X2), and Advertising (X3) variables of 63.1%. While the remaining 46.9% is explained by other variables outside the mode