Pengaruh Harga, Digital Marketing dan Lokasi Terhadap Keputusan Pembelian di Café Coffee Cirenggot

Cucu Hodijah (Institut Manajemen Wiyata Indonesia)
Mariati Tirta Wiyata (Institut Manajemen Wiyata Indonesia)
Zeffanya Raphael Wijaya (Institut Manajemen Wiyata Indonesia)

Cakrawala Repositori Imwi
Vol. 6 No. 4 (2023): Cakrawala Repositori IMWI

This study aims to determine the effect of price, digital marketing and location on purchasing decisions at Café Coffee Cirenggot. This study uses a type of quantitative research with accidental sampling technique of 80 respondents. The instrument test used is validity and reliability test, and multiple regression analysis in the form of hypothesis testing and F test and coefficient of determination (R2) analysis. Results: Based on the results of data analysis or hypothesis testing in this study, it shows that Digital Marketing has a significant effect on purchasing decisions, while Price and Location are rejected because they have no significant effect on Purchasing Decisions at Café Coffe Cirenggot.