Pengaruh Penggunaan Video Marketing dan Testimoni Pelanggan terhadap Keputusan Pembelian Anjing Ras pada Dogshop Manado

Nadya Venezia Mewengkang (Ilmu Administrasi Bisnis)
Lucky F. Tamengkel
Olivia F. C. Walangitan

Productivity
Vol 7 No 1 (2026): Maret 2026

  In the rapidly growing digital era, marketing strategies through social media and other digital platforms have become very important, for businesses engaged in selling pet shop products such as Dogshop Manado. Video marketing and customer testimonials were chosen as two main elements that are believed to influence consumer decisions in choosing and buying products. The purpose of this study was to see how much influence the use of Video Marketing and Customer Testimonials has on Purchasing Decisions at Dogshop Manado. This study uses a quantitative approach, and the population of customers at Dogshop Manado with a sample of 95 respondents. Sampling in this study used Simple random sampling technique while the instrument used a Likert scale, with the SPSS version 30 application. The results showed that the use of video marketing had a significant effect on purchasing decisions at Dogshop Manado, and customer testimonials had a significant effect on purchasing decisions at Dogshop Manado.