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THE STUDY OF THE EFFECTS OF DIGITAL DISRUPTION ON CONSUMER BUYING BEHAVIOR (CASE OF STUDENTS OF BAKRIE UNIVERSITY)

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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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Detail Information

Series Title

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Call Number

UB/EIS-MNJ/16/517

Publisher

Jakarta : Universitas Bakrie., 2016

Collation

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Language

Indonesia

ISBN/ISSN

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Classification

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Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Customer Behavior

Specific Detail Info

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Statement of Responsibility

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