Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education
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...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Merdeka Malang
2019-12-01
|
| Series: | Jurnal Manajemen Dan Kewirausahaan |
| Subjects: | |
| Online Access: | http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3329/pdf |
| _version_ | 1811266755925901312 |
|---|---|
| author | Metta Padmalia |
| author_facet | Metta Padmalia |
| author_sort | Metta Padmalia |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-12T20:49:02Z |
| format | Article |
| id | doaj.art-4f7dee5e32ba436ba84b1afaeeddff33 |
| institution | Directory Open Access Journal |
| issn | 2301-9093 2540-8259 |
| language | Indonesian |
| last_indexed | 2024-04-12T20:49:02Z |
| publishDate | 2019-12-01 |
| publisher | Universitas Merdeka Malang |
| record_format | Article |
| series | Jurnal Manajemen Dan Kewirausahaan |
| spelling | doaj.art-4f7dee5e32ba436ba84b1afaeeddff332022-12-22T03:17:10ZindUniversitas Merdeka MalangJurnal Manajemen Dan Kewirausahaan2301-90932540-82592019-12-0172163174https://doi.org/10.26905/jmdk.v7i2.3329Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students EducationMetta PadmaliaThe 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.http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3329/pdfdiscriminant analysise-marketing mixmillenial generationonline purchasing decisions |
| spellingShingle | Metta Padmalia Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education Jurnal Manajemen Dan Kewirausahaan discriminant analysis e-marketing mix millenial generation online purchasing decisions |
| title | Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education |
| title_full | Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education |
| title_fullStr | Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education |
| title_full_unstemmed | Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education |
| title_short | Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education |
| title_sort | discriminant analysis of e marketing mix in online purchasing decision and its implication for millenials students education |
| topic | discriminant analysis e-marketing mix millenial generation online purchasing decisions |
| url | http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3329/pdf |
| work_keys_str_mv | AT mettapadmalia discriminantanalysisofemarketingmixinonlinepurchasingdecisionanditsimplicationformillenialsstudentseducation |