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All Journal Journal Of Human And Education (JAHE) Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Nova Jayanti Harahap
Universitas Labuhan Batu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Efektivitas Konten Pemasaran Digital dalam Meningkatkan Minat dan Keputusan Pembelian Pada Ezastore Rantauprapat Hikmah Asrina Harahap; Elvina Elvina; Nova Jayanti Harahap
Journal Of Human And Education (JAHE) Vol. 6 No. 4 (2026): Journal of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v6i4.2841

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh konten pemasaran digital terhadap minat dan keputusan pembelian pada Ezastore Rantauprapat. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian berjumlah 300 konsumen, sedangkan sampel sebanyak 75 responden ditentukan menggunakan rumus Slovin dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear sederhana, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa konten pemasaran digital berpengaruh positif dan signifikan terhadap minat konsumen (Sig. = 0,010 < 0,05; t = 5,765). Minat konsumen juga berpengaruh positif dan signifikan terhadap keputusan pembelian (Sig. = 0,003 < 0,05; t = 9,238). Selain itu, konten pemasaran digital berpengaruh positif dan signifikan secara langsung terhadap keputusan pembelian (Sig. = 0,011 < 0,05; t = 5,645). Dengan demikian, konten pemasaran digital yang menarik, informatif, dan kreatif terbukti mampu meningkatkan minat konsumen serta mendorong keputusan pembelian pada Ezastore Rantauprapat.
Pengaruh Labelisasi Halal, Kualitas Produk, dan Minat Beli terhadap Keputusan Pembelian Produk Wardah : Studi Kasus Mahasiswa/I Fakultas Ekonomi dan Bisnis Program Studi Manajemen Universitas Labuhanbatu Annisa Annisa; Pitriyani Pitriyani; Nova Jayanti Harahap
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7875

Abstract

This study aims to examine the influence of halal labeling, product quality, and purchase intention on purchasing decisions of Wardah cosmetic products among students of the Faculty of Economics and Business, Management Study Program, Universitas Labuhanbatu. The research employed a quantitative approach with data collected through questionnaires distributed to 83 respondents selected using purposive sampling. Data were analyzed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results indicate that all questionnaire items are valid and reliable. Partially, halal labeling, product quality, and purchase intention have a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables also have a positive and significant effect on purchasing decisions. The coefficient of determination shows that 89.7% of purchasing decisions can be explained by halal labeling, product quality, and purchase intention, while the remaining 10.3% is influenced by other variables outside this study. Therefore, improving halal labeling, product quality, and consumers' purchase intention can enhance purchasing decisions for Wardah cosmetic products among university students.
Co-Authors Annisa Annisa Elvina Elvina Hikmah Asrina Harahap Pitriyani Pitriyani