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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Johan Paulo Negos S
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Analisis Determinan Keputusan Pembelian Konsumen dalam Konteks Pemasaran Digital Akhlan Naufan Asri; Hannes Inmanuel Sinaga; Johan Paulo Negos S; Novita Yanti Sari Aritonang; Veri Sangap Tua Pasaribu; Hasyim
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Public
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.44789

Abstract

This study aims to analyze the determinants of consumer purchasing decisions in the context of digital marketing. The rapid development of digital technology has influenced changes in consumer behavior, particularly in accessing information and making purchasing decisions. This research uses a quantitative approach with an associative method, involving 101 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression techniques. The results show that digital marketing, consumer trust, information quality, and online promotion simultaneously have a significant effect on purchasing decisions. Partially, each variable also has a positive and significant effect. These findings indicate that effective digital marketing strategies, supported by consumer trust, high-quality information, and attractive promotional activities, can increase consumer purchasing decisions.
Co-Authors Akhlan Naufan Asri Hannes Inmanuel Sinaga Hasyim Novita Yanti Sari Aritonang Veri Sangap Tua Pasaribu