Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
kusdarianto
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of The 7P Marketing Mix Strategy and Digital Marketing on Car Purchasing Decisions at PT. Hadji Kalla Toyota Palopo Branch Olgar; Suhandra Makkasauindra; kusdarianto
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 11 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i11.3837

Abstract

Marketing mix helps companies design marketing strategies by paying attention to product, price, distribution, and promotion, while digital marketing uses digital technology to reach consumers directly, both work together to create brand awareness, influence consumer perceptions, and facilitate the purchasing process, influencing purchasing decisions consumers positively. This research aims to determine the influence of 7p marketing mix and digital marketing on car purchasing decisions at Pt. Hadji Kalla Toyota Palopo Branch, either partially or simultaneously. The research approach used in this research is a quantitative approach, namely a direct survey using data collection through questionnaires and observation. The research results show that (1) Marketing mix has no effect on purchasing decisions, with a calculated t value of the marketing mix variable of 1.201 < t table value (1.678) and a sig. 0.312 > 0.05. (2) Digital marketing has a significant positive effect on purchasing decisions, with a calculated t value for the digital marketing variable of 2.553 > t table value of 1.678 and a sig value. 0.014 < 0.05. And (3) Marketing mix and digital marketing simultaneously (together) have a significant effect on purchasing decisions with a calculated F value of 20.233 and a significance of 0.000 < 0.05.
Co-Authors Olgar Suhandra Makkasauindra