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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Riyono Riyono
Institusi Teknologi dan Bisnis Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Digital Marketing dan Kepercayaan Konsumen terhadap Keputusan Pembelian Batik di Benang Raja Salatiga Fanessa Crismast Cathleya; Riyono Riyono; Hesti Ristanto; Ihda Nor Rohmah
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7884

Abstract

This study aims to examine the effect of digital marketing and consumer trust on consumer purchasing decisions at Benang Raja Store in Salatiga, both partially and simultaneously. The study employed a quantitative associative-causal design. The population consisted of consumers who had purchased products from Benang Raja Store, while 96 valid respondents were analyzed using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using validity and reliability tests, multiple linear regression, coefficient of determination, t-test, and F-test with SPSS. The results show that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.400, t-value of 6.041, and significance of 0.000. Consumer trust also has a positive and significant effect, with a regression coefficient of 1.101, t-value of 10.275, and significance of 0.000. Simultaneously, digital marketing and consumer trust significantly affect purchasing decisions, indicated by an F-value of 583.121 and significance of 0.000. The R Square value of 0.926 indicates that the two independent variables explain 92.6% of the variation in purchasing decisions, while the remaining 7.4% is explained by other factors outside the model. The findings imply that digital promotional activities should be integrated with efforts to maintain product quality, service, information accuracy, and consumer trust.
Co-Authors Fanessa Crismast Cathleya Hesti Ristanto Ihda Nor Rohmah