Dampak Pemasaran Online Terhadap Perilaku Pembelian KonsumenStudi Kasus Mahasiswa Ekonomi Angkatan 2017 Universitas Tidar Magelang

Abstract

The development of the era that is so fast will change the lifestyle of the people in their environment. This can be seen from the needs and desires of an increasingly diverse community. In addition, people also tend to prefer things that are more effective and efficient. These conditions cause a new opportunity for business people to start or develop their business through online marketing. Based on this, this study aims to determine what are the effects of online marketing on consumer buying behavior. This research uses descriptive statistical analysis method by looking for values that often arise obtained through observation, questionnaires, interviews, and documents. The population of this research is the students of Magelang University with a sample of 82 students based on the purposive sampling method. The results of this study are that many online shopping enthusiasts are female compared to men. This specialization is on the grounds that online shopping makes it easy to access it, is more efficient, easily accessed anywhere and at any time, in the selection of products more variations, and relatively cheaper prices than coming directly to the store. With this phenomenon and the ease of online marketing the respondents are interested in making repeat purchases as evidenced by the intensity of online shopping by the respondents.