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All Journal Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Margaretha Sartien Kabanga
Politeknik Negeri Kupang

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Pengaruh Pemasaran Digital dan Getuk Tular Terhadap Keputusan Pembelian Margaretha Sartien Kabanga; Yefta Sanam
Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Vol. 4 No. 2 (2023): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Univiversitas Dr. Djar Wattiheluw

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51135/PublicPolicy.v4.i2.p554-573

Abstract

This study aims to investigate the influence of digital marketing and word of mouth on the purchase decision at Papa Ganteng Kupang Coffee Shop. The research adopts an associative approach and collects data through a questionnaire distributed to the customers of Papa Ganteng Kupang Coffee Shop. The required sample for this study is 100 respondents, selected using purposive sampling technique. Data analysis includes instrument quality test, classical assumption test, and multiple linear regression analysis using SPSS software. The research findings reveal that digital marketing and word of mouth have a significant positive impact, both simultaneously and partially, on the purchase decision at Papa Ganteng Kupang Coffee Shop. Furthermore, it is evident that digital marketing exerts a more dominant influence compared to word of mouth, as it is more effective in shaping the purchase decision at Papa Ganteng Kupang Coffee Shop.
The Effect of Web Design and Price on Buying Interest in Shopee E-Commerce Margaretha Sartien Kabanga; Hairil Nurdin; Benaya Haposan Samosir
Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Vol. 5 No. 2 (2024): Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis
Publisher : Univiversitas Dr. Djar Wattiheluw

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51135/PublicPolicy.v5.i2.p1094-1110

Abstract

This study aims to analyze the influence of Web Design and Price variables on Purchase Intention on the Shopee e-commerce platform in Kupang City using a multiple linear regression model. The analysis results indicate that the regression model meets the requirements, showing an initial Purchase Intention value before considering the independent variables. The regression coefficients demonstrate that improvements in Web Design and Price positively impact Purchase Intention. The F-test confirms that both variables significantly influence Purchase Intention, with the calculated values exceeding the required thresholds. The t-test further reveals that both Web Design and Price have a significant individual impact. The coefficient of determination indicates that the model explains a considerable portion of the variability in Purchase Intention, although a substantial portion remains unexplained, suggesting the potential influence of other factors beyond the scope of this study.
Co-Authors Benaya Haposan Samosir Hairil Nurdin Yefta Sanam