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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal EMT KITA JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora YUME : Journal of Management Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Suluh Pendidikan Journal of Management - Small and Medium Enterprises (SME's) Economics and Digital Business Review Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Arus Jurnal Sosial dan Humaniora ProBisnis : Jurnal Manajemen Jurnal Dehasen Untuk Negeri JURNAL TUNAS PENDIDIKAN Golden Ratio of Data in Summary Economics and Business Journal Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Journal of Management, Economic, and Accounting The Manager Reveiew Jurnal Ekonomi, Manajemen, Akuntansi
Telaumbanua, Aferiaman
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Physics Public Health Social Sciences Other

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Journal : The Manager Reveiew

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Pengaruh Strategi Pemasaran Digital terhadap Minat Beli Produk di PLKT BNKP Gunungsitoli Telaumbanua, Yukarni; mendrofa, Yupiter; Telaumbanua, Aferiaman; Laia, Otanius
The Manager Review Vol. 7 No. 2 (2025)
Publisher : UNIB Press

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Abstract

This study aims to determine the influence of digital marketing strategies on consumer buying interest in PLKT BNKP Gunungsitoli. The background of this research lies in the increasing role of digital technology in business, particularly in marketing products through digital platforms such as social media. PLKT BNKP, as one of the church-owned business units in Gunungsitoli, has utilized social media—especially Facebook—for marketing activities. However, there are challenges in the effective implementation of digital strategies, which may affect consumer buying interest. This research uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to 60 respondents who are consumers of PLKT BNKP Gunungsitoli. Data analysis was conducted using simple linear regression and hypothesis testing with SPSS software. The results 17,3% indicate that digital marketing strategies significantly influence consumer buying interest. This is supported by the t-test results and the coefficient of determination, which show that a significant portion of the buying interest variable can be explained by the implemented digital marketing strategies. Therefore, PLKT BNKP Gunungsitoli is advised to continue developing and optimizing its digital marketing strategies to enhance consumer interest in its products.
Co-Authors Ayler Beniah Ndraha Baene, Eduard Bate'e, Maria Magdalena Bate'e, Pius Berkat Iman Batee, Maria Magdalena Bate’e, Maria M. Bate’e, Maria Magdalena BIJ, Jeliswan Buulolo, Nanny A. Buulolo, Nanny Artatina Bu’ulolo, Nanny A. Bu’ulolo, Nanny Artatina Daeli, Mujur Kurniawati Daeli, Seniati Duha, Tiarni Eliagus Telaumbanua Faebuadodo Hulu, Perlindungan Gea, Christian Yasaro Gea, Heppy Lianus Gea, Jeliswan Berkat Iman Jaya Gea, Katarina Syukur Arniwati Gea, Kurniawan Gea, Nov Elhan Gea, Sukur Arman Giawa, Doniusman Giawa, Fani Eldiana Golu, Noni Netralis Gulo, Foster Herwin Gulo, Heniwati Gulo, Nasrani Gulo, Noni Netralis Gulo, Susimawati Gulo, Ya’aman Halawa, Ester Halawa, Forman Halawa, Nori Hati Halawa, Roi Martin Halawa, Roswita Harefa, Agnes Faustine Harefa, Elvinna Harefa, Idarni Harefa, Krisno Berkat Harefa, Peringatan Harefa, Ronand Sona Sowa’a Hia, Steven Silverius Hondo, Elgius Hulu, Intan Permata Hati Hulu, Perlindungan F. Hulu, Perlindungan Faebuadodo Hulu, Tri Hartati Sukartini Kakisina, Shopia Molinda Kakisina, Sophia Molinda Laia, Otanius Laoli, Natalia Lase, Berkat Ricky Selamat Lase, Delipiter Lase, Kartini Lase, Niscaya Iradat Lawolo, Junius Marulafau, Imadulhaq Maulana, Vyeckrye Meiman Hidayat Waruwu Mendrofa, Martha Surya Dinata Mendrofa, Syah Abadi Mendrofa, Yupiter Nazara, Sanaria Ndruru, Suharjono Permana Harefa, Abdiwan Dixit Serniati Zebua Tafonao, Anuwarlin Tafonao, Suryanti Telaumbanua, Sri Lestari Telaumbanua, Widya Fransiska Telaumbanua, Yukarni Waruwu, Novi Ratna Suryani Waruwu, Noviza Asni Waruwu, Putri Destari yamolala, yamolala Zai, Agus Ringanto Zai, Kurniawan Zai, Kurniawan Sarototonafo Zai, Vinsen April Linus Zebua, Alfandi Zebua, Dedi Irawan Zebua, Emanuel Zebua, Fakta Solala Zebua, Hamid Rinaldo Zebua, Idam Eltri Zebua, Putra Bakti Zebua, Seniarti Zega, Aperianto Zega, Evi Pebriani Zega, Rohani Zega, Wan Riang Zega, Yamolala Zendrato, Dafid Tricandra