Edward Alezandro Lbn. Raja, Maria Ayustina Doke Ria, Togu Harlen Lbn. Raja, K. Silaen, Adiwima Zebua
{"title":"市场营销组合和在线评论对棉兰 Perjuangan 分区通过 Shopee 电子商务进行购买决策的影响","authors":"Edward Alezandro Lbn. Raja, Maria Ayustina Doke Ria, Togu Harlen Lbn. Raja, K. Silaen, Adiwima Zebua","doi":"10.37676/ekombis.v12i1.4922","DOIUrl":null,"url":null,"abstract":"The research findings indicated that the t-test results for the marketing mix variables showed a calculated t-value of 6,378 > the tabulated t-value of 1,984. This indicates that the marketing mix significantly influences purchasing decisions on the shopee e-commerce platform in the Medan Perjuangan Subdistrict. On the other hand, the t-test results for the online review variabel showed a calculated t-value of -3,384 < 1,984, suggesting that online reviews have an influence on purchasing decisions in shopee e-commerce, but the influence is not statistically significant in the Medan Perjuangan Subdistrict. Furthermore, the combined effect of marketing mix and online reviews, as indicated by the F-test (calculated F-value of 20,488 > tabulate F-value of 3.09), signifies a significant joint influence on purchasing decisions. The coefficient of determination (R2) test resulted in a value of 41.2%, indicating the proportion of variance explained by the model.","PeriodicalId":505541,"journal":{"name":"EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis","volume":"33 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence Of Marketing Mix And Online Reviews On Purchasing Decisions Through Shopee E-Commerce In Medan Perjuangan Subdistrict\",\"authors\":\"Edward Alezandro Lbn. Raja, Maria Ayustina Doke Ria, Togu Harlen Lbn. Raja, K. Silaen, Adiwima Zebua\",\"doi\":\"10.37676/ekombis.v12i1.4922\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The research findings indicated that the t-test results for the marketing mix variables showed a calculated t-value of 6,378 > the tabulated t-value of 1,984. This indicates that the marketing mix significantly influences purchasing decisions on the shopee e-commerce platform in the Medan Perjuangan Subdistrict. On the other hand, the t-test results for the online review variabel showed a calculated t-value of -3,384 < 1,984, suggesting that online reviews have an influence on purchasing decisions in shopee e-commerce, but the influence is not statistically significant in the Medan Perjuangan Subdistrict. Furthermore, the combined effect of marketing mix and online reviews, as indicated by the F-test (calculated F-value of 20,488 > tabulate F-value of 3.09), signifies a significant joint influence on purchasing decisions. The coefficient of determination (R2) test resulted in a value of 41.2%, indicating the proportion of variance explained by the model.\",\"PeriodicalId\":505541,\"journal\":{\"name\":\"EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis\",\"volume\":\"33 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-10-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37676/ekombis.v12i1.4922\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37676/ekombis.v12i1.4922","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
研究结果表明，营销组合变量的 t 检验结果显示，计算出的 t 值为 6,378 > 表中的 t 值为 1,984。这表明，市场营销组合对棉兰Perjuangan分区shopee电子商务平台上的购买决策有重大影响。另一方面，在线评论变量的 t 检验结果显示，计算 t 值为-3,384 < 1,984，这表明在线评论对 shopee 电子商务平台上的购买决策有影响，但在棉兰 Perjuangan 分区的影响并不显著。此外，F 检验（计算 F 值 20,488 > 表中 F 值 3.09）表明，营销组合和在线评论的综合效应对购买决策具有显著的共同影响。判定系数（R2）检验得出的数值为 41.2%，表明模型所解释的方差比例。
The Influence Of Marketing Mix And Online Reviews On Purchasing Decisions Through Shopee E-Commerce In Medan Perjuangan Subdistrict
The research findings indicated that the t-test results for the marketing mix variables showed a calculated t-value of 6,378 > the tabulated t-value of 1,984. This indicates that the marketing mix significantly influences purchasing decisions on the shopee e-commerce platform in the Medan Perjuangan Subdistrict. On the other hand, the t-test results for the online review variabel showed a calculated t-value of -3,384 < 1,984, suggesting that online reviews have an influence on purchasing decisions in shopee e-commerce, but the influence is not statistically significant in the Medan Perjuangan Subdistrict. Furthermore, the combined effect of marketing mix and online reviews, as indicated by the F-test (calculated F-value of 20,488 > tabulate F-value of 3.09), signifies a significant joint influence on purchasing decisions. The coefficient of determination (R2) test resulted in a value of 41.2%, indicating the proportion of variance explained by the model.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
