EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA
This study investigated the effect of product assortment and price discount on online purchase decision among university student in Indonesia. Ninety samples were employed which is students who had made an online purchase for fashion products. Purposive sampling has been applied as a sampling techni...
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| Format: | Article |
| Language: | English |
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Petra Christian University
2018-09-01
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| Series: | Jurnal Manajemen dan Wirausaha |
| Subjects: | |
| Online Access: | http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/21103 |
| _version_ | 1828522712164728832 |
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| author | Dita Amanah Dedy Ansari Harahap |
| author_facet | Dita Amanah Dedy Ansari Harahap |
| author_sort | Dita Amanah |
| collection | DOAJ |
| description | This study investigated the effect of product assortment and price discount on online purchase decision among university student in Indonesia. Ninety samples were employed which is students who had made an online purchase for fashion products. Purposive sampling has been applied as a sampling technique in this study. The results revealed that product assortment affected significantly to student online purchase decision. However, price discount did not affect significantly to online purchase decision. The limitation is only to test two variables of price discount and product diversity. Further studies are encouraged to consider other variables in determining online purchasing decisions such as trust, reputation, attractiveness of posting messages. |
| first_indexed | 2024-12-11T20:14:07Z |
| format | Article |
| id | doaj.art-be23b1f29dc3443b88d379391dad7c69 |
| institution | Directory Open Access Journal |
| issn | 1411-1438 |
| language | English |
| last_indexed | 2024-12-11T20:14:07Z |
| publishDate | 2018-09-01 |
| publisher | Petra Christian University |
| record_format | Article |
| series | Jurnal Manajemen dan Wirausaha |
| spelling | doaj.art-be23b1f29dc3443b88d379391dad7c692022-12-22T00:52:14ZengPetra Christian UniversityJurnal Manajemen dan Wirausaha1411-14382018-09-0120299–104EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIADita Amanah0Dedy Ansari Harahap1 Management Department, Universitas Negeri Medan, 20221, Indonesia Management Department, Universitas Islam Sumatera Utara, Medan, 20219, Indonesia This study investigated the effect of product assortment and price discount on online purchase decision among university student in Indonesia. Ninety samples were employed which is students who had made an online purchase for fashion products. Purposive sampling has been applied as a sampling technique in this study. The results revealed that product assortment affected significantly to student online purchase decision. However, price discount did not affect significantly to online purchase decision. The limitation is only to test two variables of price discount and product diversity. Further studies are encouraged to consider other variables in determining online purchasing decisions such as trust, reputation, attractiveness of posting messages.http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/21103Price discountproduct assortmentonline purchase decisionuniversity student |
| spellingShingle | Dita Amanah Dedy Ansari Harahap EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA Jurnal Manajemen dan Wirausaha Price discount product assortment online purchase decision university student |
| title | EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA |
| title_full | EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA |
| title_fullStr | EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA |
| title_full_unstemmed | EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA |
| title_short | EXAMINING THE EFFECT OF PRODUCT ASSORTMENT AND PRICE DISCOUNT TOWARD ONLINE PURCHASE DECISION OF UNIVERSITY STUDENT IN INDONESIA |
| title_sort | examining the effect of product assortment and price discount toward online purchase decision of university student in indonesia |
| topic | Price discount product assortment online purchase decision university student |
| url | http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/21103 |
| work_keys_str_mv | AT ditaamanah examiningtheeffectofproductassortmentandpricediscounttowardonlinepurchasedecisionofuniversitystudentinindonesia AT dedyansariharahap examiningtheeffectofproductassortmentandpricediscounttowardonlinepurchasedecisionofuniversitystudentinindonesia |