Journal Research of Management
Vol. 3 No. 2 (2022): Journal Research of Management (JARMA)

PENGARUH DIGITAL MARKETING DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA YAMUNA PASTRY

Ni Made Maria Magdalena (Fakultas Bisnis dan Sosial Humaniora, Universitas Triatma Mulya)
Saortua Marbun (Fakultas Bisnis dan Sosial Humaniora, Universitas Triatma Mulya)

Article Info

Publish Date
28 Jun 2022

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.

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Journal Info
Journal Research of Management
Website

Abbrev

Management

Publisher

Universitas Triatma Mulya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal Research of Management (JARMA) merupakan wadah informasi berupa hasil penelitian, studi kepustakaan, gagasan, aplikasi teori dan kajian analisis kritis dibidang Ekonomi & Bisnis umumnya dan publikasi penelitian dosen dan mahasiswa Program Studi Manajemen Universitas Triatma Mulya ...