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Hursepuny , Harold
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Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Mathematics Social Sciences

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Analisis Pengaruh Digital Marketing Mix Terhadap Keputusan Pembelian Konsumen: Studi Empiris pada Industri E-Commerce di Indonesia Salhuteru, Andrie Ch.; Hursepuny , Harold
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 8 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i8.4728

Abstract

Digital transformation has revolutionized traditional marketing paradigms into digital marketing mix that influences consumer purchasing decisions in e-commerce. This study analyzes the influence of digital marketing mix on consumer purchasing decisions in the Indonesian e-commerce industry. Quantitative methodology with cross-sectional survey design was applied to 2,850 active e-commerce platform consumer respondents from five major Indonesian metropolitan areas. Research instruments utilized structured questionnaires with 5-point Likert scale analyzed through Structural Equation Modeling (SEM). Research findings indicate that digital marketing mix significantly influences purchasing decisions with 74.2% explanatory power. Digital place dimension demonstrates the highest path coefficient (?=0.691), followed by digital product (?=0.624), digital price (?=0.573), and digital promotion (?=0.548). System security emerges as the dominant factor with 0.894 impact index, while customer satisfaction serves as partial mediator (?=0.234). Findings confirm that synergistic integration of digital marketing mix creates holistic ecosystem facilitating purchase conversion optimization within Indonesian e-commerce context.
Pengaruh Store Atmosphere Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Toko Adin Di Kota Ambon Santi, Wa; Hursepuny , Harold; Tahalele, Marie Ch
Jurnal Administrasi Terapan Vol. 3 No. 2 (2024): Jurnal Administrasi Terapan
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v3i2.2865

Abstract

This study aims to analyze the influence of store atmosphere and price on consumer purchasing decisions at Adin Store in Ambon City. Adin Store has experienced various issues that reduce consumer comfort and satisfaction, such as difficult access, uncomfortable interiors, inefficient layout, and negative perceptions of prices. These factors have resulted in a decline in the store's customer base. A sample of 60 respondents was taken using a non-probability sampling technique with an accidental sampling approach. Data were collected using a survey method by distributing questionnaires to consumers. The analytical method used is multiple linear regression analysis with the help of SPSS 24.0 software. The results of the study show that the first hypothesis produced a t-value of 4.903 with a probability of 0.030 (p < 0.05), indicating that store atmosphere has a positive and significant effect on purchasing decisions at Toko Adin in Ambon City. The second hypothesis produced a t-value of 5.863 with a probability of 0.000 (p < 0.05), indicating that price also has a positive and significant effect on purchasing decisions. price was found to have a greater influence on purchasing decisions compared to store atmosphere at Toko Adin in Ambon City. Keywords: Store Atmosphere, Price, Purchasing Decision.
Co-Authors Salhuteru, Andrie Ch. Santi, Wa Tahalele, Marie Ch