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Devi N, I Gst. Ayu P. Jesika Sita
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Economics, Econometrics & Finance

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Pengaruh Persepsi Kemudahan Penggunaan Aplikasi dan Digital Marketing terhadap Keputusan Pembelian Fore Coffee Cahyadi, Nyoman Dewi Pitaloka; Sudewi, Ni Nyoman Dian; Yanthi, Ni Putu Dera; Febrianty , Putu Ayu Trisna; Devi N, I Gst. Ayu P. Jesika Sita
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 4 No. 3 (2024): November : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v4i3.6562

Abstract

The industrial revolution has encouraged companies to adopt technology in their business operations. The purpose of this study is to examine the influence of perceptions of application usability and digital marketing on consumer purchasing decisions through applications. The study was conducted in the Denpasar area with a sample of 100 respondents. Data analysis in this study utilized multiple linear regression analysis. The results indicate that perceptions of app usability and digital marketing significantly influence consumer purchasing decisions through apps, both partially and simultaneously. Recommendations include that companies enhance app features and incorporate promotions within their apps.
Co-Authors Cahyadi, Nyoman Dewi Pitaloka Febrianty , Putu Ayu Trisna Sudewi, Ni Nyoman Dian Yanthi, Ni Putu Dera