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All Journal JURNAL AKADEMIK EKONOMI DAN MANAJEMEN
Lia Rahmawati
Universitas Bina Sarana Informatika
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PT. NIAGA SUKSES KREASI UTAMA JAKARTA UTARA Lia Rahmawati; Dessy Suryani; Martinus Wahyu Purnomo
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 3 No. 3 (2026): JURNAL AKADEMIK EKONOMI DAN MANAJEMEN  September
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v3i3.12520

Abstract

This study aims to analyze the influence of Digital Marketing and Price on Consumer Purchase Intention at PT. Niaga Sukses Kreasi Utama, North Jakarta. The background of this research is the increasingly fierce competition in the CCTV product business and the company’s suboptimal digital promotions, which have resulted in low consumer purchase intention. A quantitative method was used, with data collected through questionnaires distributed to 97 respondents selected via simple random sampling. The independent variables were Digital Marketing and Price, while the dependent variable was Purchase Intention. Data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing using SPSS Version 22. The results show that Digital Marketing has a positive and partially significant effect on Purchase Intention (t = 2.247; sig. = 0.027). Price also has a positive and partially significant effect (t = 7.082; sig. = 0.000). Simultaneously, both variables have a positive and significant effect on Purchase Intention (F = 46.405; sig. = 0.000), with a coefficient of determination (Adj R²) of 48.6%.
Co-Authors Dessy Suryani Martinus Wahyu Purnomo