The Study of The Effects of Digital Disruption on Consumer Buying Behavior
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Institusion
Universitas Bakrie
Author
Diwirja, Fatikha Rafika Sari
Subject
Customer Behavior
Datestamp
2016-08-22 08:26:14
Abstract :
This study investigates the effects of digital disruption i.e e-commerce benefit, social media activity, mobile phone content on consumer buying behavior. This study employs multiple regression analysis model for estimating the relationship among variables and Anova is statistical tools to determine the influence of dependent variable to independent variable. All the variables are observed using questionnaire distributed to students of Bakrie University. The results indicate that all variables ie. E-commerce benefit , social media activity, mobile phone contents positively affect consumer buying behavior.
This study investigates the effects of digital disruption i.e e-commerce benefit, social media activity, mobile phone content on consumer buying behavior. This study employs multiple regression analysis model for estimating the relationship among variables and Anova is statistical tools to determine the influence of dependent variable to independent variable. All the variables are observed using questionnaire distributed to students of Bakrie University. The results indicate that all variables ie. E-commerce benefit , social media activity, mobile phone contents positively affect consumer buying behavior.
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