The Influence of Spirituality Level, Price, and Promotion on Purchasing Decisions through Advertising on Facebook by Students of SMA MA Annajah South Jakarta


Authors : Karnengsih, S.Ikom

Volume/Issue : Volume 5 - 2020, Issue 1 - January

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2wicv3T

This study aims to examine and analyze the effect of spirituality, price and promotion on purchasing decisions through advertising on Facebook. The research data was obtained through a questionnaire filled out by respondents and collected on September 20, 2019. The sampling method used was purposive sampling, namely MA Annajah students in South Jakarta who had made online purchases through advertisements on Facebook. Of a population of 291 students from MA Annajah in South Jakarta, 171 met the criteria to be sampled. The analytical method used in this study is the Structural Equation Model (SEM). The results showed that the level of spirituality did not significantly influence purchasing decisions made by MA Annajah students in South Jakarta. The results showed that price has a significant influence on purchasing decisions made by MA Annajah students in South Jakarta. The results showed that promotion has a significant influence on purchasing decisions made by MA Annajah students in South Jakarta.

Keywords : Price, Promotion, Purchasing Decision, Spirituality Level.

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