COMMUNICATION STRATEGY IN MARKETING 5.0 ON PURCHASE DECISION IN THE MARKETPLACE TOKOPEDIA

  • Imaduddin Imaduddin Uinivertas Muslim Indonesia
    (ID)
  • Jufriadi Jufriadi State Islamic University Alauddin, Makassar (UIN)
    (ID)
  • Muhammad Syafii Basalamah Indonesian Muslim University (UMI)
    (ID)
  • Amir Mahmud Indonesian Muslim University (UMI)
    (ID)
DOI: https://doi.org/10.24252/jicsa.v11i2.32185

Abstract

This research aims is to find out the effect of communication and marketing 5.0 strategies on purchase decisions in the Tokopedia marketplace. This study uses quantitative research with a total of 88 respondents with predetermined criteria. Data analysis was performed using multiple linear regression analysis processed with SPSS. Based on the results of the research conducted, it shows that the communication strategy has no effect on purchase decisions and Marketing 5.0 has an influence on Purchase Decisions.

Published
2022-12-06
Issue
Vol. 11 No. 2 (2022)
Section
Artikel

Copyright (c) 2022 Immadudin Ahmad, Jufriadi Jufriadi, Muhammad Syafii Basalamah, Amir Mahmud

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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