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All Journal Jurnal Mirai Management Jurnal EMT KITA JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) YUME : Journal of Management Dinasti International Journal of Education Management and Social Science Jurnal Suluh Pendidikan Economics and Digital Business Review Jurnal Manajemen dan Organisasi Review (MANOR) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Fokus Manajemen ProBisnis : Jurnal Manajemen Balance : Jurnal Akuntansi dan Manajemen Jurnal Pengabdian Masyarakat Bhinneka Golden Ratio of Data in Summary Economics and Business Journal Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Multidisiplin Sahombu Journal of Management, Economic, and Accounting The Manager Reveiew Journal of Innovative and Creativity Journal of International Multidisciplinary Research Tuhenori: Jurnal Ilmiah Multidisiplin
Laia, Otanius
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Journal : The Manager Reveiew

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Pengaruh Strategi Pemasaran Digital terhadap Minat Beli Produk di PLKT BNKP Gunungsitoli Telaumbanua, Yukarni; mendrofa, Yupiter; Telaumbanua, Aferiaman; Laia, Otanius
The Manager Review Vol. 7 No. 2 (2025)
Publisher : UNIB Press

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Abstract

This study aims to determine the influence of digital marketing strategies on consumer buying interest in PLKT BNKP Gunungsitoli. The background of this research lies in the increasing role of digital technology in business, particularly in marketing products through digital platforms such as social media. PLKT BNKP, as one of the church-owned business units in Gunungsitoli, has utilized social media—especially Facebook—for marketing activities. However, there are challenges in the effective implementation of digital strategies, which may affect consumer buying interest. This research uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to 60 respondents who are consumers of PLKT BNKP Gunungsitoli. Data analysis was conducted using simple linear regression and hypothesis testing with SPSS software. The results 17,3% indicate that digital marketing strategies significantly influence consumer buying interest. This is supported by the t-test results and the coefficient of determination, which show that a significant portion of the buying interest variable can be explained by the implemented digital marketing strategies. Therefore, PLKT BNKP Gunungsitoli is advised to continue developing and optimizing its digital marketing strategies to enhance consumer interest in its products.
Co-Authors Ayler Beniah Ndraha Bate'e, Maria Magdalena Bate'e, Setiaman Bate’e, Maria Magdalena Bu'ulolo, Nanny Artatina Buulolo, Nanny Artatina Bu’ulolo, Nanny Artatina Cardinal Pranatal Mendrofa ELIYUNUS WARUWU Erwin Jaya Waruwu , Hervis Fredika Ade Pratama Agustiawan Gea, Jeliswan Berkat Iman Jaya Gea, Melianus Gea, Nopasti Gea, Nov Elhan Gulo, Eferlin Gulo, Heniwati Gulo, Mart Hayanti Halawa, Fanotona Halawa, Forman Harefa, Idarni Harefa, Listi Nurmei Delima Harefa, Peringatan Harefa, Ronand Sona Sowa’a Harefa, Suarneli Hulu, Denesti Hulu, Feniati Hulu, Jelita Hulu, Kemurnian Kakisina, Sophia M. Lahagu, Alfonsus Indra Baru Laia, Almed Jaya Laia, Utamakan Laoli, Meri Eka Lestari Laoli, Nobertus Notaris Laoli, Yenoria Suwarni Lase, Delipiter Lase, Heseziduhu Lase, Jerlin Indrawati Lase, Kasiani Lase, Mei Herpiana Lase, Petrus Melkisedek Setowardana Laia, Dimas Mendrofa, Martha Surya Dinata Mendrofa, Sepriani Mendrofa, Syah Abadi Mendrofa, Yupiter Ndruru, Yance Erni Kasih Serniati Zebua Tafonao, Sinta Ardiyanti Putri Telaumbanua, Abdinius Telaumbanua, Aferiaman Telaumbanua, Daniel Anugrah Prima Telaumbanua, Yukarni Vindiya, Dita Solala Waruwu, Jhon Ervin Waruwu, Julfan Yasiduhu Waruwu, Meiman H. Waruwu Waruwu, Suka'aro Waruwu, Suka’aro Zai, Meilan Kristina Zai, Yerniat Zalukhu , Yuterlin Zalukhu, Yuterlin Zandroto, Candirniawan Zebua, Emanuel Zebua, Fakta Solala Zebua, Mei Selvia Zebua, Meta Harmonis Zebua, Virginia Chrismonita Zendrato, Hasrat Damai Aprilliaman Zendrato, Lois Ihcasia