Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Business Economics and Management
Adinda Nurul Andira
Universitas Pelita Bangsa
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Digital Marketing, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian pada Konsumen Kopi Kenangan: Pendekatan Regresi Linear Berganda Adinda Nurul Andira; Dian Saputri; Lulu Permatasari; Ratu Syahlaa’ Qurrotu ‘Ainii; Risma Nurul Fadilah; Sunita Dasman
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 3 No. 1 (2026): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This investigation seeks to evaluate how digital marketing, pricing strategy, and product quality contribute to the buying decisions of Kopi Kenangan consumers. A quantitative methodology incorporating a causal linkage approach was implemented. Research data originated from a structured survey disseminated using Google Forms involving 59 respondents between 15–30 years old in Bekasi through the purposive sampling technique. The analytical procedure consisted of validity assessment, reliability evaluation, classical assumption examination, and multiple linear regression analysis supplemented with t assessment, F evaluation, together with coefficient of determination measurement. The study outcomes demonstrate that digital marketing, price, and product quality independently provide a beneficial and statistically validated impact on purchasing decisions. Collectively, these three variables likewise demonstrate a positive and significant contribution, producing an R² of 55.9%, whereas the unexplained variation is associated with variables beyond the proposed model.
Co-Authors Dian Saputri Lulu Permatasari Ratu Syahlaa’ Qurrotu ‘Ainii Risma Nurul Fadilah Sunita Dasman