Pengaruh Periklanan Dan Faktor Psikologis Terhadap Keputusan Pembelian Produk Fashion Secara Online Pada Mahasiswa Universitas Bung Hatta

Abstract

Abstract
The study aims to demonstrate empirically the influence of advertising and psychological factors on product purchasing decisions for online fashion of students’ Bung Hatta University at Padang. This study used 100 respondents who are students majoring in management at Bung Hatta University. The research model used two categories of variables. The first, dependent variable which is a fashion product purchasing decisions online. The second variable is the independent variable,which are advertisting by online media and consumer behavior. Data analysis method used is multiple regression model and t-statistics test. Based on the results of hypothesis testing found that advertising through online media significantly influence to purchasing decisions online on fashion products, while physicologis factor is no significant effect on purchasing decisions online on fashion products of students’ the Bung Hatta University at Padang.
Kata Kunci Advertising by Online Media, Attitude, Consumer Decision Making