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Abdurrohim Abdurrohim, Abdurrohim
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Transportation Other

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Journal : Abiwara : Jurnal Vokasi Administrasi Bisnis

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Pengaruh Pemasaran Digital dan Harga terhadap Keputusan Pembelian Warung Makan Bebek Gledek di Jakarta Timur Abdurrohim, Abdurrohim; Sukirno, Sukirno
Abiwara : Jurnal Vokasi Administrasi Bisnis Vol. 5 No. 1: September 2023
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/abiwara.v5i1.4130

Abstract

At a spreading time of the Covid-19 virus around the world, the companies across Indonesia were affected because of the Covid-19 such as hard to adapt and many are struggling to protect their employees from losing their jobs. The Micro, Small, and Medium Enterprises or UMKM in Indonesia is one of the most affected by the Covid-19 pandemic. With many shopping centers, food stalls and other industries that must close due to Large-Scale Social Restrictions (PSBB) to break the chain of the spreading of the COVID-19 virus, causing many UMKM industry players switch to do selling through digital marketing. This study aimed to (a) determine the effect of digital marketing on the purchase decision for Warung Makan Bebek Gledek during the Covid-19 pandemic in East Jakarta. (b) determine the effect of price on the purchase decision for Warung Makan Bebek Gledek during the Covid-19 pandemic in East Jakarta. (c) determine the effect of digital marketing and price on the purchase decision for Warung Makan Bebek Gledek in East Jakarta. The method used was quantitative research, which involves 60 respondents as a sample using a questionnaire. Thecollected data were scored and then analyzed using the SPSS (Statical Program For Social Science) 26.0 for Windows program. The results showed that the effect of digital marketing and price on the purchase decision of Warung Makan Bebek Gledek during theCovid-19 pandemic in East Jakarta based on the coefficient of determination test showed the amount of 51,3%. The rest was affected by other factors.
Co-Authors Adiyono Adriansyah, Ivan Ah. Zakki Fuad Akbari, M Yudo Agresi Andi Maddeppungeng Ardiyansyah, Nanda Astuti Darmiyanti Asy Syahid, Mushab Abdu Azzahra, Amalia Bahriah, Evi Sapinatul Bethary, Rindu Twidi Budiman, Arief Chatarina Umbul Wahyuni Cuk Tri Noviandi Dewi, Kurnia Meida Eko, Rochmad Fadlillah, Nilna Fajri, Malisa Hanum Fitriani, Ely Heru, Maulidiyah Junnatul Azizah Jajang A Rohmana kholilurahman, Muhammad fadil Kusaeri Kusaeri Luqmanul Hakim M. Yunus Abu Bakar Machfud Bachtiyar Moh Abdul Kholiq Hasan Moh. Abdullah, Moh. Muhammad, Farhad Mustofa, Taufik Nur Amarina, Nabila Nuruddaroini, M. Ahim Sulthan Nurul, Dinda Azkiya Oktabi, Nouruz Zaman Oloan, Achdri Fauzi Nugraha pengelola, pengelola Prasetya, IGNA Satria Putri, Siti Alaidah Rusdiyah, Evi Fatimatur Salwa Fauziah Sari, Rilianita Lupita Sisparyadi, Sisparyadi Sri Lestari Sukirno Sukirno Suzie Handajani Syahid, Mushab Abdu Asy Syaifudin, Mokhamad Syamsul Arifin Tonih Feronika, Tonih Tukiman Tukiman Wahid, M. Abdul Widya Nayati Yunita, Shielvy Nurul Zulaiha, Eni