Enrichment : Journal of Management
Vol. 13 No. 1 (2023): April: Management Science And Field

The impact of digital marketing and marketing psychology on amanda sweet kokona UMKM product purchase decisions in the city of Bandung

Andhi Sukma (Widyatama University, Bandung, Indonesia)
Muhamad Fauzi Hilman Nadhif (Widyatama University, Bandung, Indonesia)

Article Info

Publish Date
02 May 2023

Abstract

A descriptive quantitative research methodology was adopted. All of the students in the city of Bandung were the sampled population for this study. All students in the city of Bandung were randomly selected as part of the sampling procedure for this study. Multiple linear regression analysis with a significance threshold of 5% or 0.05 was the technique used for data analysis. The SPSS ver. 25 programs were used to analyze the whole investigation. With a significance value of 0.323> 0.05, a t-count value of 0.994 t>, and a t-table value of 1.664, it was demonstrated in this study that marketing psychology variables did not substantially affect purchasing decisions for items Amanda Sweet Kokona Drinking Chocolate in Bandung City.

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Journal Info
Enrichment : Journal of Management
Website

Abbrev

enrichment

Publisher

Institute Of Computer Science

Subject

Economics, Econometrics & Finance

Description

The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...