Syntax Idea
Vol 5 No 8 (2023): Syntax Idea

Pengaruh Strategi Bisnis dan Marketing terhadap Keputusan Pembelian dengan Digital Marketing sebagai Variabel Interveing (Studi Kasus pada PT Summarecon Agung, Tbk.)

Adelina Prabella (Universitas Trilogi)
Aty Herawati (Universitas Trilogi)

Article Info

Publish Date
30 Aug 2023

Abstract

This study aims to determine the effect of Business and Marketing Strategy on Purchasing Decisions at PT Summarecon Agung, Tbk. Mediated by Digital Marketing. The research population is consumers who have purchased property and real estate at PT Summarecon Agung, Tbk. A sample of 100 people is taken by convenience sampling. The primary data used is in the form of consumer responses from PT Summarecon Agung, Tbk., regarding business and marketing strategies for purchasing decisions mediated by digital marketing obtained through distributing questionnaires. Data were analyzed using PLS-based SEM. The results of the study show that Business Strategy and Marketing has an effect on Digital Marketing, Business Strategy and Marketing has a direct effect on Purchasing Decisions. And Business Strategy and Marketing indirectly influence Purchasing Decisions mediated by Digital Marketing.

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Journal Info
Syntax Idea
Website

Abbrev

syntax-idea

Publisher

Ridwan Institute

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT

Description

Syntax Idea. Jurnal Ilmiah Indonesia adalah jurnal yang diterbitkan oleh Ridwan Institute. Syntax Idea akan menerbitkan artikel-artikel ilmiah dalam cakupan bidang ilmu umum. Artikel yang dimuat adalah artikel hasil penelitian, kajian atau telaah ilmiah kritis dan komprehensif atas isu penting dan ...