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All Journal Jurnal Manajemen dan Ekonomi Kreatif Master Manajemen
Dewi Aprilia Nugraheni
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Decision Sciences, Operations Research & Management

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Journal : Master Manajemen

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4D Marketing Mix Terhadap Keputusan Pembelian pada Shopee di Kota Surakarta Dewi Aprilia Nugraheni; Esti Dwi Rahmawati; Agus Suyatno
Master Manajemen Vol. 2 No. 3 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i3.480

Abstract

This research aims to analyze the influence of disruption, diffusion, digitalization, and de-siloage on purchasing decisions. This research uses a primary data collection method, namely by distributing questionnaires where the population in this research is Shopee users in Surakarta City. Sampling in this study used a non-probability sampling technique using purposive sampling. With a sample size of 100 respondents. The analysis method is multiple linear regression analysis using SPSS 25 software. The results of this research show that disruption has a positive and significant effect on purchasing decisions, diffusion has a positive and significant effect on purchasing decisions, digitalization has a positive and significant effect on purchasing decisions, and de-siloage has a positive effect and significant to purchasing decisions.
Co-Authors Agus Suyatno Esti Dwi Rahmawati Febryana Nawantoro Muftiyanto, Taufiq Nur Rayhan Gunaningrat