PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA SOFIE LOCALFOOD DI KOTA PALU

Abstract

Abstrak

Tujuan penelitian ini ingin mengetahui dan menganalisa pengaruh digital marketing terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu berdasarkan variabel interactive, incentive program, site design, dan cost. Metode penelitian yang digunakan adalah kuantitatif. Populasi dalam penelitian ini adalah konsumen yang pernah membeli produk Sofie Localfood secara online. Teknik penarikan sampel dalam penelitian ini menggunakan Non probability sampling khususnya purposive sampling, dengan jumlah sampel sebanyak 75 responden. Metode analisis yang digunakan yaitu analisis regresi linear berganda, dan pengambilan data menggunakan kuesioner. Hasil penelitian menunjukkan bahwa (1) Variabel interactive, incentive program, site design, dan cost secara serempak berpengaruh signifikan terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu. (2) Variabel interactive secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu. (3) Variabel incentive program secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu. (4) Variabel site design secara parsial berpengaruh signifikan terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu. (5) Variabel cost secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian produk pada Sofie Localfood di Kota Palu.  

Kata Kunci: Digital Marketing, Keputusan Pembelian

Abstract

The purpose of this study is to find out and analyze the influence of digital marketing on product purchasing decisions at the Sofie Localfood in Palu based on interactive variables, incentive programs, site design, and cost. The type of research used is quantitative. The population in this study is consumers who have bought Sofie Localfood products online. The sampling technique in this study used non-probability sampling, especially purposive sampling, with a total sample of 75 respondents. The analythical method used is multiple linear regression analysis, using a questionnaire to collect data. The results showed that (1) interactive variables, incentive programs, site design, and cost simultaneously had a significant effect on product purchasing decisions at the Sofie Localfood in Palu. (2) The interactive variable partially has no significant effect on product purchasing decisions at the Sofie Localfood in Palu. (3) The incentive program variable partially has no significant effect on product purchase decisions at the Sofie Localfood in Palu. (4) The site design variable partially has a significant effect on product purchasing decisions at the Sofie Localfood in Palu. (5) The variable cost partially has no significant effect on product purchase decisions at the Sofie Localfood in Palu.

Keywords: Digital Marketing, Purchase Decision