International Journal of Management and Business Economics
Vol. 1 No. 3 (2023): June

The Influence of Digital Marketing on Domino's Pizza Purchasing Decisions in Mojokerto City

Dea Vike Permata Sari (Fakultas Ekonomi, Universitas Islam Majapahit)
Rahayu (Fakultas Ekonomi, Universitas Islam Majapahit)
M Syamsul Hidayat (Fakultas Ekonomi, Universitas Islam Majapahit)



Article Info

Publish Date
29 Jun 2023

Abstract

The presence of the internet, which has been used by almost all Indonesian people, both in cities and villages, is able to provide new opportunities for companies, including restaurant companies. Domino's Pizza is one of the fast food outlets from the United States which is quite well known in Indonesia. Domino's Pizza serves a variety of fast food and as the name implies the main menu of this outlet is Pizza. As a multinational company, of course Domino's Pizza has an adequate digital marketing plan. This research uses descriptive quantitative method. With a sample of Domino's Pizza Mojokerto consumers as many as 100 respondents and tested using SPSS 25. The results showed that the website had a significant and positive effect on the purchase decision of Domino's Pizza Mojokerto with a regression coefficient b of 0.226, Instagram had a significant and positive effect on the purchase decision of Domino's Pizza Mojokerto with the value of the regression coefficient b is 0.351, and Facebook has a significant and positive effect on the purchase decision of Domino's Pizza Mojokerto with a regression coefficient b of 0.212.

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Journal Info

Abbrev

jamis

Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The International Journal of Management and Business Economics is a peer-reviewed journal that publishes scientific articles in the fields of operational management, human resource management, financial management, marketing management, Entrepreneurship, Administrative Management, Development ...