Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square

Authors

  • Fransilia Marsilina Mewoh Program Studi Administrasi, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Johny R. E. Tampi Program Studi Administrasi, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Danny D. S. Mukuan Program Studi Administrasi, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

DOI:

https://doi.org/10.35797/jab.v9.i1.35-42

Keywords:

Digital Marketing and Purchasing Decision

Abstract

The purpose of this study was to determine the effect of digital marketing on purchasing decisions at Matahari Department Store Manado Town Square. The method used in this study is quantitative research methods and instruments used, namely questionnaires measured using a Likert scale. The analysis used in this study is simple linear regression analysis. The number of respondents in this study were 100 respondents consisting of men and women of various ages and occupations. From the results of data analysis obtained the coefficient of determination (R Square) of 0.194, so that it can be interpreted that E-commerce has a very low influence on purchasing decisions at Matahari Department Store Manado Town Square outlets. The results of the simple linear regression analysis, a positive regression coefficients is obtained so it can be said that the direction of the influence E-Commerce variables on the purchasing decision variable positive.

References

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Published

07-07-2019

How to Cite

Mewoh, F. M., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square. JURNAL ADMINISTRASI BISNIS (JAB), 9(1), 35–42. https://doi.org/10.35797/jab.v9.i1.35-42

Issue

Vol. 9 No. 1 (2019): Jurnal Administrasi Bisnis

Section

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