PENGARUH PROMOSI ONINE DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK VIVO DI KOTA PALU

Erwin Oktavian: C 201 15 185, Research Title: "The Influence of Online Promotion and Product Knowledge on Purchasing Decisions of Vivo Brand Mobile Phones in Palu City". Supervised by Ira Nuriya Santi
This study aims to determine the effect of online promotion and product knowledge on purchasing decisions for Vivo branded mobile phones in Palu City. In this study, a sample of 75 respondents was taken. The sampling technique used in this study was purposive sampling. Data collection was done by distributing questionnaires. The data was analyzed using multiple linear regression. The results of this study indicate that simultaneously online promotion variables and product knowledge have a significant effect on purchasing decisions for Vivo branded cellphones in Palu City, while partially online promotion variables and product knowledge have a significant effect on purchasing decisions for Vivo brand cellphones in Palu City. Based on the analysis of the coefficient of determination, it shows that online promotion and product knowledge contributed 62.9% to the purchase decision for Vivo branded mobile phones in Palu City, while the remaining 37.1% was influenced by other factors outside the variables studied.
Keywords: Online Promotion, Product Knowledge, Purchasing Decisions.