The Effectiveness of Marketing Communication and the Quality of Information on Shopee Product Purchase Decisions in the Community of Wonosalam District

Nurul Hudha; M Nastain; Erlika Yusfiarista

doi:10.55927/ajabm.v4i1.7

Authors

Nurul Hudha Universitas Mercu Buana Yogyakarta
M Nastain Universitas Mercu Buana Yogyakarta
Erlika Yusfiarista Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/ajabm.v4i1.7

Keywords:

Marketing Communications, Quality of Information, Purchasing Decisions

Abstract

Marketing communication and information quality as considerations in the purchase decision of a product by potential consumers. This study aims to determine the influence of marketing communication and information quality on product purchase decisions at Shopee. This type of research uses explanatory research with the sampling technique used is purposive sampling. The data collection technique used in this study used questionnaires. The data analysis used is the test of research instruments and multiple regression analysis. The results showed that effective marketing communication had a positive and significant effect of 41.2% on product purchase decisions at Shopee in the people of Wonosalam District, Demak Regency. The quality of effective information has a positive and significant effect of 86.6% on product purchase decisions at Shopee for the people of Wonosalam District, Demak Regency. The conclusion in this study is that the quality of information is more effective, it has a positive and significant effect on product purchase decisions at Shopee in the people of Wonosalam District, Demak Regency.

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