The Influence of Influencers, Digital Marketing, and Discounts on Purchase Decisions at Sidoarjo Dimsum Shops Pengaruh Influencer, Digital Marketing, dan Potongan Harga Terhadap Keputusan Pembelian pada Kedai Dimsum Sidoarjo
- Influencer,
- Digital Marketing,
- discount,
- Purchasing Decision
Copyright (c) 2022 Nur Laily Dwi Priyanti, Mudji Astuti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study aims to detect the influence of influencers, digital marketing, and price discounts on purchasing decisions at Kedai Dimsum Sidoarjo partially or simultaneously. This type of research is a descriptive quantitative research type. This research was conducted at Kedai Dimsum Sidoarjo, which is located on Jalan Sumorame Candi, Sidoarjo Regency. The population in this research are buyers at "Kedai Dimsum Sidoarjo" who have a number that is not recorded with certainty. In taking samples using purposive sampling technique. The number of samples in this research was determined by the Rao formula, which obtained 100 samples. The types of data used are primary and secondary data. In collecting data using a questionnaire method in the form of Google Form. Data were analyzed by multiple liner regression analysis. This study concludes that influencers, digital marketing, and price discounts individually and simultaneously significantly influence purchasing decisions.
Downloads
References
- P. Kotler dan G. Armstrong, Principles of Marketing, Boston: Pearson, 2018.
- P. Kotler dan K. L. Keller, Marketing Management, Boston: Pearson, 2016.
- A. C. Amalia dan G. S. Putri, “Analisa Pengaruh Influencer Social Media terhadap Keputusan Pembelian Konsumen Generasi Z di Kota Surabaya,” Sosial: Jurnal Penelitian Ilmu-Ilmu Sosial, vol. 20, no. 2, 2019.
- N. T. Hariyanti dan A. Wirapraja, “Pengaruh Influencer Marketing sebagai Strategi Pemasaran Digital Era Moderen Sebuah Studi Literatur,” Jurnal Eksekutif, vol. 15, no. 1, 2018.
- A. S. Lengkawati, “Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Studi pada Elzatta Hijab Garut),” Prismakom, vol. 18, no. 1, pp. 33-38, 2021.
- W. A. Saputro dan N. Laura, “Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan terhadap Keputusan Pembelian,” Media Manajemen Jasa, vol. 8, no. 2, pp. 1-11, 2020.
- I. C. Irawan, “Analisis E-Marketing terhadap Keputusan Pembelian Konsumen secara Online,” Journal of Business and Banking, vol. 9, no. 2, pp. 247-260, 2020.
- F. Tjiptono, Service, Quality, & Satisfaction, Yogyakarta: Andi, 2016.
- Astuti, “Pengaruh Sales Promotion terhadap Keputusan Pembelian Konsumen di Cafe Milan Bandung: Survei terhadap Konsumen Café Milan Bandung.,” Skripsi Tidak Dipublikasikan, Universitas Pendidikan Bandung, 2011.
- F. Fauzan dan Mudiantono, “Analisis Pengaruh Nilai Pelanggan dan Lokasi terhadap Minat Terus sebagai Pelanggan dengan Kepuasan Pelanggan sebagai Variabel Intervening Pada Kost Sekitar Tembalang dalam Empat Wilayah,” Diponegoro Jounal of Management, vol. 4, no. 1, pp. 1-13, 2015.
- R. R. Nisa, “Pengaruh Sosial Media Influencer dan Trustworthiness terhadap Keputusan Pembelian Kosmetik Make Over (di Royal Plaza),” Jurnal pendidikan Tata Niaga (JPIN), vol. 7, no. 2, pp. 479-482, 2019.
- G. W. Saputra dan I. G. A. K. S. Ardani, “Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan terhadap Keputusan Pembelian,” E-Jurnal Manajemen, vol. 8, no. 2, pp. 2596-2620, 2020.
- A. Yasmin, S. Tasneem dan K. Fatema, “Effectiveness of Digital Marketing in the Challenging Age,” IJMSBA, 2015.
- A. Prabarini, B. Heryanto dan P. Astuti, “Pengaruh Promosi Penjualan dan Potongan Harga terhadap Keputusan Pembelian Konsumen Produk Kecantikan Wardah di Toserba Borobudur Kediri,” JIMEK, vol. 1, no. 2, pp. 259--270, 2018.