Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education
The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial. This study is expected to...
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| Format: | Article |
| Language: | Indonesian |
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Universitas Merdeka Malang
2019-12-01
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| Series: | Jurnal Manajemen Dan Kewirausahaan |
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| Online Access: | http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3329/pdf |
| Summary: | The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial. This study is expected to provide an understanding of digital consumer buying behavior related to the generation of millenials students. The study population are all the people who have made a purchase online, while samples are selected based on purposive random sampling as 200 respondents. The data analysis uses a discriminant analysis IBM SPSS Statistics program 22. The test results prove that the discriminant variable sites and communities are able to discriminate against cross-generational purchase decisions.
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| ISSN: | 2301-9093 2540-8259 |