Pop Up Ads Affecting Buying Decision Mediated by Purchase Intention in Online Marketplace (Lazada) in Denpasar

Authors

  • Vincent Wijaya Universitas Pendidikan Nasional
  • Ni Made Dhian Rani Yulianti Universitas Pendidikan Nasional

Abstract

This study aims to determine the effect of pop up ads toward buying decision with purchase intention as the mediating variable. Pop up ads is a form of digital marketing, where pops up when someone open a website. Denpasar known as the capital city of Bali, and known for the the highest rate of education in Bali.The respondence of this research is 150 people who live in Denpasar, accustomed to using internet, and have seen Lazada’s pop up ads. Pop up ads have a negative effect toward purchase intention, and buying behaviour, while purchase intention have a positive effect toward buying decision

Author Biographies

Vincent Wijaya, Universitas Pendidikan Nasional

Fakultas Ekonomi dan Bisnis

Ni Made Dhian Rani Yulianti, Universitas Pendidikan Nasional

Fakultas Ekonomi dan Bisnis

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Published

2020-06-30