<![CDATA[Abstract. This study aims to investigate the influence of marketing strategies on purchasing decisions. The approach used in this research is a quantitative approach. The research was conducted at Tiento Indonesia Champion Bandung. The population of this study includes all Indonesian Tiento consumers at Shopee. The research sample consisted of 427 respondents who filled out a questionnaire, then the data was tested using the validity and reliability methods. Data analysis was performed using simple linear regression, classical assumption test, t test, and the coefficient of determination (R-Square). The results of the research show that there is a significant influence between marketing strategy and purchasing decisions. Abstrak. Penelitian ini bertujuan untuk menginvestigasi pengaruh strategi pemasaran terhadap keputusan pembelian. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Penelitian ini dilakukan di Tiento Indonesia Champion Bandung. Populasi penelitian ini mencakup semua konsumen Tiento Indonesia di Shopee. Sampel penelitian terdiri dari 427 responden yang mengisi kuesioner, kemudian data diuji menggunakan metode validitas dan reliabilitas. Analisis data dilakukan menggunakan regresi linear sederhana, uji asumsi klasik, uji t, dan koefisien determinasi (R-Square). Hasil penelitian menunjukkan adanya pengaruh signifikan antara strategi pemasaran dan keputusan pembelian.]]>
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