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All Journal VALUTA Jurnal Administrasi Bisnis, Manajemen dan Ekonomi DIBINOM(Digital Business and Economics Journal)
Supriati
Politeknik Negeri Bengkalis
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH SALURAN DISTRIBUSI TERDAHAP KEPUTUSAN PEMBELIAN KARTU PERDANA TELKOMSEL PADA MAHASISWA JURUSAN ADMINISTRASI NIAGA POLITEKNIK NEGERI BENGKALIS Sulistiawati; Supriati
VALUTA Vol. 7 No. 2 (2021): Valuta
Publisher : UIR Press

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Abstract

Penelitian ini bertujuan untuk mengetahui tanggapan responden terhadap saluran distribusi pembelian Kartu Perdana Telkomsel, tanggapan responden terhadap keputusan pembelian Kartu Perdana Telkomsel, dan seberapa besar pengaruh saluran distribusi terhadap keputusan pembelian Kartu Perdana Telkomsel pada Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Bengkalis. Jenis penelitian ini adalah asosiatif dengan cara menyebar kuesioner kepada 100 responden menggunakan metode pemilihan sampel nonprobability sampling dengan purposive sampling. Hasil pengujian menunjukkan bahwa saluran distribusi berpengaruh positif dan signifikan terhadap keputusan pembelian artinya variable saluran distribusi merupakan salah satu variabel yang dapat digunakan untuk mengukur keputusan pembelian. Koefisien determinan (KD) adalah 33,6 atau sama dengan 33,6% yang berarti bahwa saluran distribusi mempengaruhi keputusan pembelian sebesar 33,6% sedangkan sisanya sebesar 66,4% dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini.
Pengaruh Strategi Digital Marketing dan Citra Merek terhadap Keputusan Pembelian Konsumen pada Coffee Shop di Bangkinang Andri Nofiar. Am; Supriati; Tri Handayani; Rahmad Akbar; Dzulhijjah Yetti
DIBINOM : Digital Business, Economic Jurnal Vol 2 No 1 (2026): DIBINOM : Digital Business, Economic Journal
Publisher : Prodi Bisnis Digital Fakultas Ekonomi Dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/dibinom.v2i1.1783

Abstract

This study offers a comprehensive analysis of the factors driving consumer behavior within the vibrant coffee shop industry in Bangkinang, specifically focusing on the interplay between digital marketing strategies and brand image. Employing a quantitative associative research design, the investigation gathered empirical data from 98 purposively selected respondents. The analytical process involved multiple linear regression, preceded by rigorous testing for validity, reliability, and classical assumptions to ensure data integrity. The findings reveal a compelling narrative: while a well executed digital marketing strategy significantly boosts purchasing decisions, it is the strength of a brand’s image that emerges as the most dominant catalyst in the consumer's final choice. Both variables, when acting in synergy, provide a robust explanation for the fluctuations in local purchasing trends. These results underscore a critical strategic insight for entrepreneurs: simply having a digital presence is insufficient. To thrive in a competitive landscape, coffee shop owners must prioritize the cultivation of a distinctive and trustworthy brand identity. By integrating sophisticated digital outreach with a resonant brand story, businesses can effectively enhance their market appeal and secure long term consumer loyalty. Consequently, this research advocates for a balanced strategic approach to maximize business competitiveness in the modern digital era.
Co-Authors Andri Nofiar. Am Dzulhijjah Yetti Rahmad Akbar Sulistiawati Tri Handayani