Pengaruh Internet Marketing terhadap Keputusan Pembelian Online di Lazada

Abstract

Technological development has a big impact on marketing. Currently marketing is supported by internet that provides easy, fast and low cost access. This study presents a model of internet marketing as an evolution of trade. The purpose of this study was to examine the effect of internet marketing on purchasing decisions. Some variables are arranged to build a model, namely search engine optimization, online advertisement, pay per click campaigns, e-commerce, online permission marketing and promotional e-mail, then tested against online purchasing decisions. This study uses quantitative methods and is measured by statistical methods of validity & reliability testing, classical assumption test, simple linear regression test, F test t test and determination coefficient test. The results show that internet marketing has an simultaneous effect on online purchasing decisions. E-commerce and promotional email variables have a partial effect. The suggestion for Lazada is to improve your promotional email strategy and e-commerce because it has an influence on online purchasing decisions. Through Lazada e-mail can deliver messages personally to consumers and through e-commerce system Lazada can be more effective and efficient in increasing profits so that customer loyalty can be achieved.