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p-Index From 2021 - 2026
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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business
Manurung, Indah Sapitri
Unknown Affiliation
Economics, Econometrics & Finance

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Pengaruh Promosi Digital terhadap Keputusan Pembelian Produk Kopi Kenangan pada Prodi Manajemen Stambuk 2023 Universitas Negeri Medan Putri, Nazwa Aulia; Manurung, Indah Sapitri; Fiqri, Muhammad Ilham; Manalu, Lija Tanjung; Sembiring, Enzi Anatasya Br; Wardani, Nurul
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 9 No. 1 (2026): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v9i1.1356

Abstract

This study analyzes the influence of digital promotion on the purchasing decisions of 2023 cohort students of the Management Study Program at Universitas Negeri Medan in buying Kopi Kenangan products. The research addresses the increasing reliance on digital marketing among young consumers and the need to understand how online promotional strategies shape their purchasing behavior. A quantitative method with an associative approach was used, involving 100 respondents selected from a population of 935 students through the Slovin formula. Data were collected using a structured Likert-scale questionnaire and analyzed through simple linear regression after the normality and linearity assumptions were met. The results indicate that digital promotion has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.456 and a significance level of 0.000. This finding demonstrates that more engaging, clear, and interactive promotional content is strongly associated with a higher likelihood of students purchasing Kopi Kenangan products. Overall, the study highlights the essential role of digital promotion in influencing consumer decisions, particularly among students who are active users of online platforms. The findings suggest that businesses need to continuously enhance their digital promotional strategies to maintain relevance and strengthen consumer engagement.
Co-Authors Fiqri, Muhammad Ilham Manalu, Lija Tanjung Putri, Nazwa Aulia Sembiring, Enzi Anatasya Br Wardani, Nurul