Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education

Bibliographic Details
Title:	Discriminant Analysis of E-Marketing Mix in Online Purchasing Decision and its Implication for Millenials Students Education
Authors:	Metta Padmalia
Source:	Jurnal Manajemen Dan Kewirausahaan, Vol 7, Iss 2, Pp 163-174 (2019)
Publisher Information:	Universitas Merdeka Malang, 2019.
Publication Year:	2019
Collection:	LCC:Business
Subject Terms:	discriminant analysis, e-marketing mix, millenial generation, online purchasing decisions, Business, HF5001-6182
More Details:	The study aims to analyze the variables of e-marketing mix (product, price, place, promotion, personalization, privacy, customer service, community, site, and sales promotion) that can differentiate consumer purchasing decisions from generation millenial and non-millenial. This study is expected to provide an understanding of digital consumer buying behavior related to the generation of millenials students. The study population are all the people who have made a purchase online, while samples are selected based on purposive random sampling as 200 respondents. The data analysis uses a discriminant analysis IBM SPSS Statistics program 22. The test results prove that the discriminant variable sites and communities are able to discriminate against cross-generational purchase decisions.
Document Type:	article
File Description:	electronic resource
Language:	Indonesian
ISSN:	2301-9093 2540-8259
Relation:	http://jurnal.unmer.ac.id/index.php/jmdk/article/view/3329/pdf; https://doaj.org/toc/2301-9093; https://doaj.org/toc/2540-8259
DOI:	10.26905/jmdk.v7i2.3329
Access URL:	https://doaj.org/article/4f7dee5e32ba436ba84b1afaeeddff33
Accession Number:	edsdoj.4f7dee5e32ba436ba84b1afaeeddff33
Database:	Directory of Open Access Journals

More Details
ISSN:	23019093 25408259
DOI:	10.26905/jmdk.v7i2.3329
Published in:	Jurnal Manajemen Dan Kewirausahaan
Language:	Indonesian