E-Marketing Mix Dalam Meningkatkan Minat Pembelian Generasi Millennial di Online Store Sociolla
DOI:
https://doi.org/10.35797/jab.13.2.99-110Kata Kunci:
E-Product, E-Price, E-Place, E-Promotion, Minat Beli, Belanja Online, SociollaAbstrak
The beauty business is growing with e-commerce. To win the competition, companies need the right marketing strategy to increase consumer buying interest. This study aims to determine the effect of the e-marketing mix strategy, namely e-product, e-price, e-place, and e-promotion applied by the company so that it can attract consumer buying interest, especially in the interest of buying beauty products online by millennials. This type of research is explanatory. The sampling technique used is non-probability sampling with purposive sampling. A total of 100 questionnaires were collected and analyzed using multiple linear regression using Statistical Product and Service Solutions (SPSS) Version 26. The results showed that e-price and e-promotion partially had a significant effect on purchase intention, while e-product and e-place partially had no significant effect on purchase intention. However, simultaneously e-product, e-price, e-place, and e-promotion have a significant effect on online purchase intention.
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