Pengaruh Digital Marketing terhadap Keputusan Pembelian Online pada Produk Jims Honey di Kota Brebes

Authors

  • Umi Fadilah Fatoni Politeknik Stibisnis

DOI:

https://doi.org/10.56910/jvm.v11i2.694

Keywords:

Digital, Marketing, Consumer, Decisions

Abstract

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.

References

Achmad Fauzi, D. H., & Mileva, L. (2018). Pengaruh sosial media marketing terhadap keputusan pembelian. Jurnal Administrasi Bisnis (JAB), 58(1), 1–7.

Ariwibowo, D. P. J., & Nugroho, M. A. (2013). Pengaruh trust dan perceived of risk terhadap niat untuk bertransaksi menggunakan e-commerce. Jurnal Nominal, 2(1), 1–10.

Astari, N. P. L. W., & Widagda, I. G. N. J. A. K. (n.d.). Pengaruh perbedaan jenis kelamin dan control diri terhadap keputusan pembelian implusif produk parfum. Journal Bali, Indonesia, 547–555.

Chaffey, D., & Chadwick, F. E. (2016). Digital marketing: Strategy, implementation and practice (6th ed.). Slovenia: Elsevier.

Chakti, G. (2019). The book of digital marketing: Buku pemasaran digital (Vol. 1). Celebes Media Perkasa.

Elbahar, C., & Syahputra, S. (2021). Pengaruh digital marketing terhadap keputusan pembelian di Kadatuan Koffie. Proceeding of Management, 8(2), 1–9.

Emzir. (2012). Metodologi penelitian pendidikan. Jakarta: PT Raja Grafindo Persada.

Irawan, C., & Immanuel. (2020). Analisis e-marketing terhadap keputusan pembelian konsumen secara online. Journal Business and Banking, 9(1), 1–10.

Jonywong. (2010). Internet marketing for beginners. Jakarta: Elex Media Komputindo.

Maulana, M., Miftah, S., Heru, S., & Riyadi. (2015). Implementasi e-commerce sebagai media penjualan online. Jurnal Administrasi Bisnis (JAB), 29(1), 20–30.

Mulyansyah, G. T. (2021). Pengaruh digital marketing berbasis sosial media terhadap keputusan pembelian kuliner di kawasan G-walk Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(1), 1–10.

Purwana, D., et al. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1, 10–20.

Ratnamuliya, I. A., Sukrillah, A., & Kusumadinata, A. A. (2017). Pemanfaatan sosial media melalui WhatsApp Group FEI sebagai sarana komunikasi. Jurnal Komunikatio, 3(2), 1–10.

Saliem, O. A. (2020). Analisis pengaruh digital marketing dan labelisasi halal produk terhadap keputusan pembelian dalam perspektif ekonomi Islam (Studi pada konsumen Muslim pada fast food di Indonesia) [Skripsi, Fakultas Ekonomi dan Bisnis Islam UIN RIL].

Sholihin, M. R., Arianto, W., & Khasanah, D. F. (2018). Keunggulan sosial media dalam perkembangan ekonomi kreatif era digital di Indonesia. Prosiding Ekonomi Kreatif di Era Digital, 1(1), 1–9.

Siregar. (2016). Metode penelitian kuantitatif. Jakarta: Prenada Media Group.

Downloads

Published

2025-05-19

How to Cite

Umi Fadilah Fatoni. (2025). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online pada Produk Jims Honey di Kota Brebes. Jurnal Visi Manajemen, 11(2), 263–275. https://doi.org/10.56910/jvm.v11i2.694

Similar Articles

1 2 3 > >> 

You may also start an advanced similarity search for this article.