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Ida Anggriani
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Journal : Journal of Multidisciplinary Research

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The Effect Of Digital Marketing And Product Variety On Purchase Decisions At Juragan Mode Shopin Bengkulu City Landa, Delta R; Anggriani, Ida; Astuty, Kamelia
Journal of Multidisciplinary Research Vol. 2 No. 2 (2026): January
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jmr.v2i2.459

Abstract

This study, entitled "The Effect of Digital Marketing and Product Variety on Purchase Decisions at Juragan Mode Shop in Bengkulu City," aims to determine the extent to which digital marketing and product variety affect consumers’ purchase decisions. The background to this research stems from technological developments that encourage businesses, particularly in the fashion industry, to adapt through digital marketing strategies. Juragan Mode Shop, as one of the fashion shop in Bengkulu City, also utilizes social media and digital platforms to attract customers. However, sales success depends not only on digital promotions but also on the product diversity offered. The research method used was a quantitative method with an associative approach. The population in this study was all consumers who had shopped at Juragan Mode Shop, with a sample size of 100 respondents selected through purposive sampling. Data were collected using a questionnaire with a Likert scale and analyzed using multiple linear regression analysis using SPSS version 23. Validity and reliability tests, t-tests, F-tests, and coefficient of determination (R²) were used to verify the hypotheses and the reliability of the research instrument. Based on the results of the multiple linear regression test, digital marketing has a positive and significant effect on purchase decisions, with a regression coefficient of 0.738, a calculated t-value of 6.178, and a significance value of 0.000 < 0.05. Product variety also has a positive and significant effect, with a regression coefficient of 0.523, a calculated t-value of 2.993, and a significance value of 0.003 < 0.05. Simultaneously, both variables significantly effect purchase decisions, with a calculated F-value of 101.089 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.676 indicates that 67.6% of the variation in purchase decisions is explained by digital marketing and product variety, while 32.4% is influenced by other factors such as price, service quality, and brand image. In conclusion, the implementation of an effective digital marketing strategy and the availability of diverse products have been proven to increase consumers’ purchase decisions at the Juragan Mode Shop in Bengkulu City.
Co-Authors Abdul Rahman Abi , Yudi Irawan Abi, Yudi Irawan Ahmad Soleh Akbar Kurniawan Alfaruq, Abdullah Azam Ameri, Agusman Andriani, Delvi Anggraini, Adinda Dewi Annisa, Okta Feranica Anugrahheni, Kitrang Ardiana, Rina Aresman, Ronaldi Ari yanto Ariantara, Yudi Arsita, Bella Asmawi, Dodi Astuty, Kamelia Cantika, Yella Damarsiwi, Eska Prima Monique Devi, Made Tiara Diana Diana Diwangkara, Agustio Dwi Linda Yuliarti Dwi Linda Yuliarti, Dwi Linda E G, Ida Ayu Made Effendi , Bahman Effendi, Yanto Elanda, Tara Fadhlurrahman, M. Thoriq Fatricia, Sefhia Lara Febliansa, M Rahman Febliansa, Muhammad Rahman Febliansa, Rahman Febliansah, M. Rahman Febliansah, Muhammad Rahman Febrina, Tri Fera Indasari Ferdiatma, Ghiyats Ferina, Zahrah Indah Fitri, Dwi Kusmita Fitriani, Ajeng Fitriano , Yun Fitriano, Yun Gibran, Ahmad Hasana, Nurlaila Herfianti, Meiffa Hidayah, Nenden Restu Hutabarat, Kristia Elsa Yohana Indasari, Fera Irawan, Sella Devi Irawati, Gustina Irwandi, Abdurrahman Juniarti, Selva Junita, Geni Rama Karona Cahya Susena, Karona Cahya Kurniawan , Kimas Kurniawan, Kimas Landa, Delta R Mardiana, Indah Marleza, Yozi Marliadi - Marliadi -, Marliadi Marlina Marlina Mas’ud, Imam Muhammad Rahman Febliansa Neri Susanti Nia Indriasari, Nia Niken Faradela Nirta Vera Yustanti Nopriansyah, Sendi Noviantoro , Rinto nurul khotimah Nurzam Nurzam, Nurzam Ogriansyah, Gioni Oky Anggara Parolita, Inka Prawitasari, Andriyani Purwasi, Ira Purwasih, Ira Putra, Iswidana Utama Putri Utami, Aisyah Putri, Cyndi Dwi Putri, Jenni Erokda Jumi Putriani, Ririn Rafi Alfiando Zaki Rafiul, Zurry Rahman , Abdul Rinto Noviantoro, Rinto Sahputra, Muhammad Redo Sapitri, Wulan Saputra, Aan Ramadhan Saputra, Niko Saputra, Sepriadi Saputri, Andela Sari, Desti Rupita Sari, Dwi Mafika Septiandre, Rian Setiawan, Riduan Sirnandi, Faizal Rekon Subhi , Ramadan Sulisti Afriani, Sulisti Susi Yanti Suwarni Suwarni Suwarni Suwarni Syafitri, Nur Tito Irwanto, Tito Triasleni, Elza Septi valentino, Aldi Wagini Wagini, Wagini Wijaya, Ermy Wijaya, Ermy Yustanti , Nirta Vera Zoniarti Zoniarti