FACTORS IN ONLINE MARKETING COMMUNICATION THAT AFFECT THE ATTENTION AND PURCHASE DECISIONS OF ONLINE BUSINESS CUSTOMERS

Abstract

This research aims to study the level of online marketing communication factors of online business customers. To study the level of interest in purchasing decisions of online business customers. and to study online marketing communication factors that influence the interest and decision to purchase products of online business customers. The sample group used in the research totaled 396 people. Statistics used to analyze the data included percentage (Percentage), frequency (Frequency), mean (Mean), standard deviation (Standard Deviation) and hypothesis testing. By using multiple regression analysis statistics (Multiple Regression Analysis)

The research results found that

The level of online marketing communication factors of online business customers overall is at a high level When considering each aspect Arranged from highest to lowest average as follows: sales by online individuals, followed by online advertising. Online public relations Online direct marketing (and online sales promotion, respectively, and the overall level of interest in the decision to purchase products by online business customers is at a high level When considering each aspect Arranged from highest to lowest average as follows: Product, followed by distribution channel (Place) and price (Price), respectively.

The online marketing communication factor that affects the interest and decision to purchase products of online business customers is the online marketing communication factor (β=.054) with statistical significance (p<.01). The multiple correlation coefficient (R ) between the set of independent variables, namely online marketing communication factors (X1) and the dependent variable (interest in purchasing decisions of online business customers) is equal to .054, the decision coefficient (R2) is equal to .003 and the explanatory coefficient (Adjusted R2) is equal to .000, with a combined efficiency in online marketing communication factors affecting the attention and decision to purchase products of online business customers, 10 percent, with a statistical significance of .01, written as a prediction equation (score raw) and forecasting equations (standard score) as follows

= 3.699 + .063 X₁ (score raw)   y = .054 Zx₁ (standard score)