PENGARUH DIGITAL MARKETING, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN COFFE SHOP DI CIKARANG

Authors

  • Alfina Damayanti Universitas Pelita Bangsa, Indonesia
  • Elsa Nurcholisa Universitas Pelita Bangsa, Indonesia
  • Siti Dewiningsih Alawiyah Universitas Pelita Bangsa, Indonesia
  • Ahmad Gunawan Universitas Pelita Bangsa, Indonesia

DOI:

https://doi.org/10.30738/md.v7i1.13776

Abstract

The research was conducted to determine the effect of digital marketing,promotion, and quality of service on consumer decisions to purchase at a coffee shop in Cikarang. In this research, the researcher uses the Lemeshow formula in determining the sample. The data used is primary data which is obtained by the author through a questionnaire distributed to 100 respondents.

The significant effect of X1 and Y variables is 4.092 from the table value 1.66071 with a significant number 0.000 <0.05, the significant effect of the variable X2 and Y are worth 0.500 > 1.66071 with a significant number of 0.618 > 0.05 and the significant effect of X3 and Y variables is 8.084 from the table value of 1.66071 with a significant number of 0.000 < 0.005.

The influence of the simultaneous variables X1, X2, X3 on Y is 72.748 > 2.7 which has a greater meaning than F table which means that there is an influence between digital marketing, promotion, and service quality on purchasing decisions at a coffee shop in Cikarang.

Author Biographies

Alfina Damayanti, Universitas Pelita Bangsa

 

 

Elsa Nurcholisa, Universitas Pelita Bangsa

 

 

Siti Dewiningsih Alawiyah, Universitas Pelita Bangsa

 

 

Ahmad Gunawan, Universitas Pelita Bangsa

 

 

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Published

2023-05-30

How to Cite

Damayanti, A., Nurcholisa, E., Alawiyah, S. D., & Gunawan, A. (2023). PENGARUH DIGITAL MARKETING, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN COFFE SHOP DI CIKARANG. MANAJEMEN DEWANTARA, 7(1), 177–184. https://doi.org/10.30738/md.v7i1.13776

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