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All Journal JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi
Ricardo Prambudi
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Perjuangan Tasikmalaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI MASA PANDEMI COVID-19: Survei Pada Konsumen Baju Koko Purnama Kawalu Kota Tasikmalaya Ricardo Prambudi; Cece Rakhmat; Ari Arisman
JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi Vol 1 No 4 (2022): Oktober 2022
Publisher : Melati Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59004/jisma.v1i4.154

Abstract

This study aims to determine and analyze the influence of Digital Marketing on Consumer Purchase Decisions Koko Purnama Kawalu Tasikmalaya. The method used is a survey method, with a population of consumers of Baju Koko Purnama Kawalu Tasikmalaya who have shopped online through the Instagram platform of Baju Koko Purnama Kawalu Tasikmalaya, which is then taken as a consumer sample of 80 respondents. The research method used is a quantitative descriptive approach. The data analysis tool uses simple linear regression, the coefficient of determination and the correlation coefficient. Data collection techniques using questionnaires to respondents who became the sample. The results showed that Digital Marketing had a positive and significant effect on Consumer Purchase Decisions for Koko Purnama Kawalu Tasikmalaya.
Co-Authors Ari Arisman Cece Rakhmat