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All Journal Prosperia: Journal of Economic Development, Accounting, and Global Markets
Ni Luh Ketut Ayu Sudha Sucandrawati
Mahendradatta University

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The Influence of Digital Marketing and Promotional Content on Purchasing Decisions PT. Tanjungwangi Makmur Sentosa I Nyoman Wisnu Prabawa; Ni Luh Ketut Ayu Sudha Sucandrawati; Ni Made Yusmini
Prosperia: Journal of Economic Development, Accounting, and Global Markets Vol. 1 No. 3 (2026): : August: Prosperia: Journal of Economic Development, Accounting, and Global Ma
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/cv1hvp49

Abstract

This study investigates the effects of digital marketing and promotional content on consumer purchasing decisions at PT. Tanjungwangi Makmur Sentosa through Vinyard.com. A quantitative causal design was employed using data collected from 100 consumers selected through purposive sampling. The research variables comprised digital marketing, promotional content, and purchasing decisions, measured using a five-point Likert scale and analyzed through multiple linear regression with SPSS version 25. The findings show that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.391, t = 4.296, and p = 0.000. Promotional content also has a positive and significant effect, with a coefficient of 0.407, t = 4.363, and p = 0.000. Simultaneously, both variables significantly influence purchasing decisions, as indicated by F = 69.502 and p = 0.000. The model explains 58.9% of the variance in purchasing decisions, while 41.1% is attributable to other factors. These results confirm the strategic importance of integrating effective digital marketing with informative, attractive, and relevant promotional content to strengthen consumer purchasing decisions within an increasingly competitive and digitally mediated retail environment.
The Effect of Service Quality and Digital Marketing on Purchase Decisions at PT. Pegadaian, Mengwi Branch Badung Regency I Gede Bhukti Narayana; Ni Luh Ketut Ayu Sudha Sucandrawati; Ni Wayan Ari Sudiartini
Prosperia: Journal of Economic Development, Accounting, and Global Markets Vol. 1 No. 3 (2026): : August: Prosperia: Journal of Economic Development, Accounting, and Global Ma
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/1ne05r27

Abstract

Purchasing decisions represent an important behavioral outcome for financial service institutions offering gold investment and pawn-related products in increasingly competitive markets. This study aims to examine the effects of service quality and digital marketing on purchasing decisions at PT. Pegadaian Mengwi Branch, Badung Regency. An empirical quantitative approach with a causal research design was employed, involving 100 consumers who had purchased gold products at the branch and were selected through purposive sampling. Primary data were collected using a structured questionnaire measured on a five-point Likert scale, while multiple linear regression was applied to assess the partial and simultaneous effects of the independent variables. The analytical procedure was preceded by validity, reliability, normality, multicollinearity, and heteroscedasticity tests to establish the adequacy of the measurement instruments and regression model. The findings indicate that digital marketing has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.391, t-statistic of 4.296, and significance value of 0.000. Service quality also has a positive and significant effect, with a coefficient of 0.407, t-statistic of 4.363, and significance value of 0.000, while the simultaneous test produces an F-statistic of 69.502 with a significance value of 0.000. The coefficient of determination of 0.589 indicates that digital marketing and service quality jointly explain 58.9% of the variation in purchasing decisions. These findings highlight the importance of integrating informative digital marketing, interactive financial communication, and consistent customer-oriented service to strengthen consumer purchasing decisions at PT. Pegadaian Mengwi Branch.
Co-Authors I Gede Bhukti Narayana I Nyoman Wisnu Prabawa Ni Made Yusmini Ni Wayan Ari Sudiartini