Open AccessTHE EFFECT OF ONLINE ADVERTISING (ONLINE ADVERTISING) ON CONSUMER BUYING INTEREST IN BUYING APPLICATIONS ONLINE WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE
Author(s) -
Asy'Ari Nisfullah,
Armianto Armianto,
Naz’aiz’aina
Publication year - 2021
Publication title -
international journal of social science, educational, economics, agriculture research, and technology
Language(s) - English
Resource type - Journals
ISSN - 2827-766X
DOI - 10.54443/ijset.v1i1.4
Subject(s) - value (mathematics) , advertising , meaning (existential) , variable (mathematics) , variables , mathematics , test (biology) , psychology , statistics , business , mathematical analysis , paleontology , psychotherapist , biology
The results of this study show. (1) It can be seen that the adjusted R square value is 0.758 or 75.8%. This shows that consumer satisfaction (Y1) and advertising (X) can explain buying interest (Y2) by 75.8%, the remaining 24.2% (100% - 75.8%) is explained by other variables outside the research model. this. Such as service, price and buying interest. (2) The results of the t-test (partial) can be seen that the obtained tcount (7.413) > ttable (1.685), as well as the significance value of 0.00 ttable (1.685), and the significance value of 0.00 ttable (2.024), as well as the significance value of 0.00 ttable (2,024), and the significance value is 0,004 ttable (2.024), and the significance value is 0.00 < 0 0.05, it can be concluded that the third hypothesis is accepted, meaning that consumer satisfaction (Z)positive and significant effecton buying interest (Y). In the path analysis test it can be seen that the direct effect of advertising (X) on buying interest (Y) is greater than the indirect effect through advertising variable (X), on buying interest (Y) through consumer satisfaction (Z). This means that consumer satisfaction advertising is an intervening variable on the relationship between the influence of advertising on buying interest.