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All Journal Journal of Entrepreneurial and Business Diversity
Morgan Nicolas Sitorus
Insan Pembangunan Indonesia University
Decision Sciences, Operations Research & Management

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The Influence of Digital Marketing Strategies on Consumer Purchase Decisions Yusniati Sihombing; Safna Deviputri Suwandy; Morgan Nicolas Sitorus; Muhammad Saeful Haddy; Baron
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 4 (2025): Journal of Entrepreneurial and Business Diversity. (October – December)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i4.395

Abstract

Purpose:The rapid growth of digital technology has significantly transformed marketing practices and consumer behavior. Businesses increasingly rely on digital marketing strategies to communicate value, engage customers, and influence purchasing decisions. This study aims to examine the effect of digital marketing strategy on consumer purchase decisions. Methodology:The research employed a quantitative explanatory approach with data collected from 100 respondents who have experience purchasing products through digital platforms. Data were gathered using a structured questionnaire measured on a five-point Likert scale. The analysis techniques included validity and reliability tests, classical assumption testing, simple linear regression, t-test, and coefficient of determination (R²). Findings:The results indicate that digital marketing strategy has a positive and significant effect on consumer purchase decisions, with a regression coefficient of 0.645 and a significance value of 0.000 (< 0.05). The coefficient of determination shows that digital marketing strategy explains 43.3% of the variance in consumer purchase decisions, while the remaining 56.7% is influenced by other factors. These findings suggest that effective digital marketing strategies play an important role in shaping consumer decision-making processes.Implication:The study provides practical insights for businesses to optimize digital marketing activities to improve customer engagement and purchasing outcomes.
The Influence of Inventory Management on Customer Satisfaction in Retail MSMES Morgan Nicolas Sitorus; Cahya Adi Achir Kurniyanto; Nurdin Abdul Hamid; Baron Baron; Muhammad Zacky Syauqy Ibnu Shodiq
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 4 (2025): Journal of Entrepreneurial and Business Diversity. (October – December)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i4.375

Abstract

Purpose:This study investigates the effect of inventory management on customer satisfaction among retail MSMEs in Tangerang City. Using a quantitative explanatory survey method, the research evaluates the causal relationship between inventory control practices and customer-perceived service outcomes.Methodology:Data were collected through questionnaires administered to 100 customers selected using purposive sampling. Validity, reliability, and normality tests confirmed that the instrument and dataset met statistical requirements. Simple linear regression analysis demonstrated that inventory management has a positive and significant influence on customer satisfaction, indicated by a regression coefficient of 0.564 and a t-count exceeding the critical value. The coefficient of determination revealed that inventory management accounts for 70.3% of the variation in customer satisfaction, while the remainder is influenced by factors outside the scope of this study.Findings:The findings highlight that effective stock monitoring, accurate records, and timely replenishment are key drivers of service quality perceptions, shopping convenience, and repurchase intentions. The study concludes that retail MSMEs must strategically strengthen their inventory systems to improve customer experiences and sustain competitiveness.Implication:Enhancing inventory processes should be viewed not merely as operational control, but as a critical component of customer service performance and business sustainability.
Co-Authors Baron Baron Baron Cahya Adi Achir Kurniyanto Muhammad Saeful Haddy Muhammad Zacky Syauqy Ibnu Shodiq Nurdin Abdul Hamid Safna Deviputri Suwandy Yusniati Sihombing