PENGARUH INTERAKTIVITAS DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KONSUMEN PADA PT AYYANA MODE GROUP

This research aims to analyze and determine the effect of interactivity and sales promotion on consumer purchase decision at PT Ayyana Mode Group (especially Lafashionid online store as the part of PT Ayyana Mode Group distribution channel). The population in this research are Lafashionid online store customers who have made purchases more than 1 times in the last 6 months with a total of 105 respondents using purposive sampling techniques. This research uses a quantitative approach with multiple regression analysis as the method and data analysis is carried out using SPSS 25. The results of this study indicate that interactivity has a significant positive effect on purchasing decisions and sales promotion has a significant positive effect on consumer purchasing decisions.