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Putu Ayu Trisna Febrianty
Universitas Pendidikan Nasional
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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

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 Christina Ayu Maha Dewi Dhea Fitrisia I Gst. Ayu P. Jesika Sita Devi N Ni Made Intan Kusumasari Ni Nyoman Dian Sudewi Ni Putu Dera Yanthi Nyoman Dewi Pitaloka Cahyadi