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All Journal Digital Business Journal (DIGIBIS)
Feba Dinova Dex Tovtora S
UNIVERSITAS MUHAMMADIYAH TANGERANG
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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ANALISIS DIGITAL MARKETING DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE Feba Dinova Dex Tovtora S; Abdul Rauf; Dhea Zatira
Digital Business Journal Vol 1, No 1 (2022): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v1i1.6601

Abstract

ABSTRACTThe purpose of this study was to determine Digital Marketing and Product Attributes to Purchase Decisions for Nike Shoe Products at Muhammadiyah University Students, Tangerang. This study uses a quantitative approach. The population of this study has a scale of about 1000-5000 people consisting of students and students of the Muhammadiyah University of Tangerang. The sampling method used in this study is the Accidental Sampling method. In this study, the samples to be taken were all students of the Muhammadiyah University of Tangerang, namely 100 students consisting of several classes. Analysis of the data in this study using SPSS version 25. The data testing technique used in this study was multiple linear regression. The results showed that there was a significant influence of Digital Marketing and Product Attributes on Nike Shoe Product Purchase Decisions at Muhammadiyah University Tangerang Students.Keywords: Purchase Decision, Digital Marketing and Product Attributes
PENGARUH URGENSI KEPUTUSAN PEMBELIAN: ANTARA DIGITAL MARKETING DAN KUALITAS LAYANAN DI PT. IMAJI NOVA CARAKA PADA SITUASI COVID-19 Feba Dinova Dex Tovtora S; Kusdianto Kusdianto; Lilik Triyanto
Digital Business Journal Vol 1, No 2 (2023): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v2i1.7629

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing dan Kualitas Layanan terhadap Keputusan Pembelian Booth Pameran di PT. Imaji Nova Caraka (Hanuman Expo) Tangerang pada situasi covid-19, secara parsial maupun simultan. Penelitian ini dengan sample 50 responden. Metode yang digunakan adalah metode kuantitatif. Pengumpulan data primer diperoleh dari penyebaran kuesioner dan data sekunder diperoleh dari perusahaan. Teknik analisis yang digunakan adalah analisis regresi linier berganda dengan menggunakan software SPSS versi 25. Hasil penelitian menunjukkan bahwa secara parsial variabel Digital Marketing berpengaruh secara positif terhadap Keputusan Pembelian. dan untuk variabel Kualitas Layanan berpengaruh secara positif terhadap Keputusan Pembelian. Secara simultan variabel Digital Marketing dan Kualitas Layanan berpengaruh secara positif terhadap Keputusan Pembelian. Besarnya pengaruh yang diberikan oleh variabel Digital Marketing dan Kualitas Layanan terhadap Keputusan Pembelian adalah sebesar 0,924 atau 92,4% yang sisanya dijelaskan oleh variabel lain yang tidak diteliti. Dengan nilai persamaan regresi berganda keputusan pembelian -5,274 + 0,606 Digital Marketing 0,028 Kualitas Layanan + e.
THE INFLUENCE OF DIGITAL MARKETING AND GREEN PROMOTION ON THE DECISION TO PURCHASE TOYOTA RAIZE Abdul Rauf; Feba Dinova Dex Tovtora S; Aldi Sopiyan
Digital Business Journal Vol 2, No 2 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v2i2.10578

Abstract

The lifestyle of today's modern society fulfills the needs and desires to shop more efficiently, practically and easily. Developing technology makes consumers use technology to meet their daily needs by using information facilities, one of which is the use of the internet. In determining the purchase decision, an important thing to consider is the quality of service. The company provides quality service aims to provide convenience for consumers. This study uses an associative method with a quantitative approach. Based on the multiple regression test, it shows that the higher the value of Digital Marketing (X1) and Green Promotion (X2) simultaneously at a certain value, then it will increase the value of Purchase Decision (Y) at a certain value as well. The simultaneous effect of Digital Marketing and Green Promotion on Purchase Decision of Toyota Raize at PT Astra Internasional is significant. Partially Digital Marketing has a positive and significant effect on Purchase Decision of Toyota Raize, and Green Promotion has a positive and significant effect on Purchase Decision of Toyota Raize at PT Astra Internasional.
Co-Authors Abdul Rauf Aldi Sopiyan Dhea Zatira Kusdianto Kusdianto Lilik Triyanto