PENGARUH DIGITAL MARKETING DAN STRATEGI PROMOSI TERHADAP MINAT BELI PRODUK PT SIMON ELEKTRIK
Abstract
The rapid development of digital technology has changed consumer behavior in searching for product information and making purchasing decisions. This condition encourages companies to implement effective marketing strategies through digital marketing and promotional strategies to increase consumer purchase intention. This study aims to analyze the influence of digital marketing and promotional strategies on purchase intention of PT Simon Elektrik products, both partially and simultaneously. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to consumers or prospective consumers who were familiar with PT Simon Elektrik products. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that digital marketing had a positive and significant effect on purchase intention with a significance value of 0.000 < 0.05. Promotional strategies also had a positive and significant effect on purchase intention with a significance value of 0.000 < 0.05. Simultaneously, digital marketing and promotional strategies significantly influenced purchase intention with an F-test significance value of 0.000 < 0.05. The coefficient of determination showed that digital marketing and promotional strategies explained 73.6% of the variation in purchase intention, while the remaining percentage was influenced by other factors outside this study.
References
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Jurnal :
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