Pengaruh Digital Marketing terhadap Keputusan Pembelian Online pada Produk Jims Honey di Kota Brebes
DOI:
https://doi.org/10.56910/jvm.v11i2.694Keywords:
Digital, Marketing, Consumer, DecisionsAbstract
This study aims to determine the influence of digital marketing on online purchase decisions on Jims Honey Brebes products. This study uses a quantitative research method, The population in this study is Jims honey brebes consumers, in this study the number of population is unknown so the researcher used the lemeshow formula to determine the number of samples and obtained a sample number of 96 respondents. This study obtained data from independent variables or X variables (Digital Marketing) and dependent variables or Y variables (Consumer Decisions) are said to be valid and reliable. The data analysis techniques used in this study are the Validity and Reality test, the Classical Assumption test consisting of the Normality, Linearity, and Simple Linear Regression Analysis tests and the Hypothesis test consisting of the T test and the Coefficient of Determination (R2) It can be said that the influence of digital marketing variables on consumer decision variables is 51.7% while the remaining 48.3% is influenced by other factors. Through this test, it can be concluded that digital marketing affects the decisions of Jims Honey Brebes consumers.
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