Pengaruh Customer Relationship Management, Customer Experience dan Kreativitas Iklan Terhadap Keputusan Pembelian Parfum Oxly di E-Commerce Shopee. (The Influence of Customer Relationship Management, Customer Experience and Advertising Creativity on Oxly Perfume Purchasing Decisions on Shopee E-Commerce).

Safitri, Dian (2023) Pengaruh Customer Relationship Management, Customer Experience dan Kreativitas Iklan Terhadap Keputusan Pembelian Parfum Oxly di E-Commerce Shopee. (The Influence of Customer Relationship Management, Customer Experience and Advertising Creativity on Oxly Perfume Purchasing Decisions on Shopee E-Commerce). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Purchasing decisions are the root of the achievement of a sale where purchasing decisions have an impact on the turnover and sustainability of each organization. Purchasing decision is a form of consumer behavior in using a product. In using a product to make a purchase decision, consumers will go through a process which is a picture of consumer behavior analyzing various choices to make decisions in making purchases. The purchase target will be achieved if the attributes driving the purchase are fulfilled by the company, one of these attributes, namely customer relationship management, customer experience and advertising creativity. The method used in this research is a quantitative method with a total sample of 97 respondents. The analysis used includes validity test, reliability test, classical assumption test, and test multiple linear regression analysis and the coefficient of determination. The results of this study indicate that partially customer relationship management, customer experience and advertising creativity have a partial positive and significant effect on purchasing decisions. And customer relationship management, customer experience and advertising creativity have a positive and significant effect simultaneously. Keywords: Customer Relationship Management, Customer Experience and Advertising Creativity, Purchase Decision

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