PENGARUH PEMASARAN ONLINE DAN KETERSEDIAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KERUPUK HARUAN UKM MAMA OZAN KELURAHAN KUIN UTARA KOTA BANJARMASIN

Abstract

Patrianita Cesar Andini (2022), The Influence of Online Marketing and Product Availability on Purchase Decisions for Haruan Crackers UKM Mama Ozan, Kuin Utara Village, Banjarmasin City. Supervisor : Ahmad Rifani.

This study was conducted to determine and analyze: (1) The Effect of Online Marketing and Product Availability on the Purchase Decision of Mama Ozan SME Haruan Crackers, Kuin Utara Village, Banjarmasin (2) The Influence of Online Marketing on the Purchase Decision of Mama Ozan UKM Haruan Crackers (3) The Effect of Product Availability on the purchasing decision of Mama Ozan UKM Haruan crackers.

The study used quantitative and associative methods with interviews and questionnaires. This study has a population of consumers of Harun crackers from UKM Mama Ozan, which is taken as a sample of 100 respondents, using non-probability sampling. The data analysis technique used in this research is multiple Linear Regression analysis.

 The results of this study are: (1) Online Marketing and Product Availability have a significant effect on Purchase Decisions simultaneously (2) Online Marketing has a significant effect on Purchasing Decisions and (3) Product Availability has a significant effect on Purchase Decisions on Cracker Products Haruan UKM Mama Ozan Kelurahan North Kuin Banjarmasin City