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p-Index From 2021 - 2026
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All Journal GoodWill Journal of Economics, Management, and Accounting
Ahmad AC
Faculty of Economics and Business, Universitas Muhammadiyah Makassar, Indonesia
Economics, Econometrics & Finance

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The Effect of Marketing Communication on Purchasing Decisions of Elota Indonesia Screen-Printed T-Shirts Rahmat Wahyudi; Andi Mappatompo; Ahmad AC
GoodWill Vol. 6 No. 1 (2026): April 2026
Publisher : Yayasan Amerta Insan Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/goodwill.v61.520

Abstract

This study aims to examine the effect of marketing communication on purchasing satisfaction of Elota Indonesia screen-printed T-shirts. The research employed a quantitative approach using a survey method, with data collected through questionnaires distributed to 55 consumers of Elota Indonesia screen-printing products in Gowa Regency. The data were analyzed using simple linear regression with SPSS version 27. The results indicate that marketing communication (X) has a positive and significant effect on purchasing satisfaction (Y) of Elota Indonesia screen-printed T-shirts. This is evidenced by the t-test results, where the calculated t-value (10.486) exceeds the t-table value (1.674), with a significance level of 0.000 (< 0.05). Furthermore, the F-test results show that the calculated F-value (109.955) is greater than the F-table value (4.027), with a significance level of 0.000 (< 0.05), indicating that marketing communication simultaneously has a significant influence on consumer purchasing decisions. These findings highlight the important role of effective marketing communication in enhancing consumer satisfaction in the screen-printing industry.
Co-Authors Andi Mappatompo Rahmat Wahyudi