Jurnal Bisnis Darmajaya
Vol. 11 No. 1 (2025): Jurnal Bisnis Darmajaya

Pengaruh Strategi Pemasaran Digital Terhadap Keputusan Pembelian Produk Di E-Commerce

Mirdad, Ade (Unknown)

Article Info

Publish Date
29 Jun 2025

Abstract

The purpose of this study is to examine the influence of social media marketing, email marketing, and search engine marketing on the purchasing decision. This research used an online questionnaire where distributed to internet users over the age of 18 via G-form (Google Form). The sample used in this study amounted to 400 respondents. This study uses multiple linear regression method. The validity and reliability of the instrument were assessed using IBM SPSS. continued with the analysis of the classical assumption test, t-test and F-test. Partialy, Social Media Marketing and SEM have a positive and significant effect on Purchasing Decisions, but on the other hand the Email Marketing do not have a positive and significant effect on Purchasing Decisions.

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Journal Info
Jurnal Bisnis Darmajaya
Website

Abbrev

JurnalBisnis

Publisher

Institut Informatika dan Bisnis Darmajaya

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Bisnis Darmajaya adalah jurnal yang bertujuan untuk menjadi platform peer-review dan sumber informasi dalam bidang ekonomi. Kami mempublikasikan makalah hasil penelitian, studi kasus, dan meta analisis yang berfokus pada ilmu manajemen, akuntansi, maupun kewirausahaan serta topik yang ...