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Ni Made Maria Magdalena
Fakultas Bisnis dan Sosial Humaniora, Universitas Triatma Mulya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH DIGITAL MARKETING DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA YAMUNA PASTRY Ni Made Maria Magdalena; Saortua Marbun
Journal Research of Management Vol. 3 No. 2 (2022): Journal Research of Management (JARMA)
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (176.988 KB) | DOI: 10.51713/jarma.v3i2.75

Abstract

This research is motivated by the phenomenon of purchasing decisions at Yamuma Pastry. This study aims to analyze and prove the influence of digital marketing and product attributes on purchasing decisions. This study uses quantitative methods. The sampling technique used is purposive sampling technique. The number of respondents used is 75 consumers. Multiple linear regression analysis using SPSS software version 24. Regression equation obtained: Y = 13.199 + 0.218X1 + 0.452X2. The results of this study indicate that: First, digital marketing has a positive effect on purchasing decisions at Yamuma Pastry. Second, product attributes have a positive effect on purchasing decisions at Yamuma Pastry.
Co-Authors Saortua Marbun