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All Journal IQTISHADIA An-Nisbah: Jurnal Ekonomi Syariah Sangia : Jurnal Penelitian Arkeologi (Journal of Archaeology Research) Abdimas Universal Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Asy Syar'iyyah: Jurnal Ilmu Syari'ah dan Perbankan Islam AmaNU: Jurnal Manajemen dan Ekonomi
Muhammad Aswad
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : AmaNU: Jurnal Manajemen dan Ekonomi

 1 
PENGARUH BAURAN PEMASARAN DIGITAL TERHADAP MINAT BELI KONSUMEN PADA PEMBELIAN TIKET KERETA API ONLINE MELALUI APLIKASI DI KABUPATEN TULUNGAGUNG Mustika Nur Astuti; Muhammad Aswad
AmaNU: Jurnal Manajemen dan Ekonomi Vol. 5 No. 2 (2022)
Publisher : Universitas Nahdlatul Ulama Al Ghazali Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52802/amn.v5i2.325

Abstract

The purpose of this study was to determine the effect of the digital marketing mix on consumer buying interest partially or simultaneously, and to identify the most dominant marketing mix variable on consumer buying interest in purchasing train tickets online through applications in Tulungagung Regency. This study uses a descriptive quantitative approach, where the sampling technique uses purposive sampling method. The data collection process was carried out by distributing questionnaires at least once to users of the KAI Access application in Tulungagung Regency. The research data were tested with validation tests, reliability tests, descriptive statistical tests, classical assumption tests, and hypothesis testing. With the help of SPSS 21, multiple linear regression analysis was used to analyze the data in this study. Partially, there are five variables that influence, namely price, place, people, process, and physical evidence, and two variables that have no effect, namely product and promotion. The digital marketing mix has a significant effect on consumer buying interest in the amount of 91.6%, and the remaining 8.4% is influenced by other variables not included in this survey. The digital marketing mix variable that is very dominant or often influences consumer buying interest is the process variable. Taken from the value of t arithmetic which has the largest value among other variables.
Co-Authors Abd Halim Umar Abdul Gaffar Haris abdul Rauf Sulaeman Ahmad Abbas Aisyah Fatmawaty Aminuddin Aminuddin Ardiansyah Ardiansyah Gemini Alam Latifah Rahman Marianti A Manggau Matias N Kolobani Mustika Nur Astuti Nur Iman Saal Wahyu Hendrarti