Examining The Effect Of Product Assortment And Price Discount Toward Online Purchase Decision Of University Student In Indonesia

  • Dita Amanah Universitas Negeri Medan
  • Dedy Ansari Harahap Universitas Islam Sumatera Utara
DOI: https://doi.org/10.9744/jmk.20.2.%25p
Keywords: price discount, product assortment, online purchase decision, university student

Abstract

This study investigated the effect of product assortment and price discount on online purchase decision among university student in Indonesia. Ninety samples were employed which is students who had made an online purchase for fashion products. Purposive sampling has been applied as a sampling technique in this study. The results revealed that product assortment effected significantly to student online purchase decision. However, price discount is not significantly effected to online purchase decision. Simultaneously product assortment and price discount influence online purchasing decisions significantly. The limitation of this study is to test only two variables of price discount and product diversity. Further studies are encouraged to consider other variables in determining online purchasing decisions such as trust, reputation, attractiveness of posting messages.

Author Biographies

Dita Amanah, Universitas Negeri Medan
Management
Dedy Ansari Harahap, Universitas Islam Sumatera Utara
Management

References

Amanah, D., Harahap, D. A., & Lisnawati, D. (2017). Exploring Online Purchase Decision Among University Students in Indonesia. Journal of Humanities and Social Science, 22(5), 72–77. https://doi.org/10.9790/0837-2212057277

Aspfors, E. (2010). Customer Perception Of Service, Store Image And Product Assortment – From An Interior Store Perspective Business Economics and Tourism.

Chernev, A., & Hami

Published
2019-05-02
Issue
Vol 21 No 1 (2019): MARCH 2019
Section
Articles

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