ANALISIS MODEL AISAS TERHADAP KEPUTUSAN PEMBELIAN DALAM PENGGUNAAN SEO (Kajian Empiris Konsumen Di Surabaya)

Abstract

Nowadays since the number of internet users, especially on e-commerce website, is increased in society; the role of internet become crucial on the world of marketing website. Therefore, in order to compete each other, they use seo. This research aimed to examine the effect of fives variabel of aisas model on consumers’ buying decision via online whith the usageof seo. While, the data collection technique used non-probability sampling with questionnaires as the instrument. Moreover, the online consumers who had ever bought goods through website were used as sample. Furthermore, the data analysis technique used multiple linier regression which consist of validity and reability test, classical assumption test, multiple regression analysis, hypothesis test with t and F test, also coefficient determination analysis (R2) with SPSS 23. The research result concluded all four independent variables namely attention, interest, search, and share had significant effects on buying decision as the dependent variable. On the other hand, action had insignificant effect on buying decision.
Keywords: aisas model, buying decision, e-commerce, seo