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  • 标题:Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education
  • 本地全文:下载
  • 作者:Metta Padmalia
  • 期刊名称:Jurnal Manajemen Dan Kewirausahaan
  • 印刷版ISSN:2301-9093
  • 电子版ISSN:2540-8259
  • 出版年度:2019
  • 卷号:7
  • 期号:2
  • 页码:163-174
  • DOI:10.26905/jmdk.v7i2.3329
  • 摘要: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.
  • 其他摘要: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 . https://doi.org/10.26905/jmdk.v7i2.3329
  • 关键词:Discriminant Analysis; E-marketing Mix; Millenial Generation; Online Purchasing Decisions
  • 其他关键词:Discriminant Analysis; E-Marketing Mix; ; Millenial Generation; Online Purchasing Decisions
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