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All Journal Jurnal Ilmiah Komunikasi Makna Jurnal The Messenger Masyarakat, Kebudayaan dan Politik Jurnal EMT KITA JURNAL PENDIDIKAN TAMBUSAI Jurnal Ilmu Komunikasi dan Bisnis Jurnal Ilmiah Dinamika Sosial Jurnal Pendidikan dan Konseling Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Devi Purnamasari
Universitas Dian Nuswantoro
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Jurnal EMT KITA

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Pengaruh Digital Marketing, Goldilock Effect, dan Loyalitas Pelanggan Terhadap Keputusan Pembelian Online Pengguna Aplikasi Matahari Rheyna Vallerina Kaetza; Devi Purnamasari
Jurnal EMT KITA Vol 7 No 4 (2023): OCTOBER 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v7i4.1318

Abstract

Matahari department store which has innovated into the MatahariMall.com application as a digital marketing strategy to improve consumer purchasing decisions. This study aims to analyze the effect of digital marketing, goldilock effect and loyalty of purchasing decisions. This research method is quantitative with primary and secondary data sources. The data collection technique was carried out by distributing questionnaires to 100 samples taken by purposive sampling. Analysis of research data using multiple regression analysis. The results show that digital marketing has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 5,411 and a significance of 0.000 <0.05. Goldilock effect has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 3.818 and a significance of 0.000 <0.05. Consumer loyalty has a significant positive effect on consumer purchasing decisions as evidenced by the t value 2.353 and a significance of 0.021 <0.05.
Co-Authors Amida Yusriana Berliana Bunga Priscagita Mukaromah Mukaromah Nalal Muna Nisa Mahmudah Puri Kusuma Dwi Putri Resa Firman Apriaji Rheyna Vallerina Kaetza Rizki Alvarizi Tjan, Gavina Jechonia Santoso Windi Erfiana Zahrotul Umami