<![CDATA[This study aims to: (1) describe digital marketing and the decisions of Hesper Laundry service users in Sikka Regency; and (2) analyze the effect of digital marketing on the decisions of Hesper Laundry service users in Sikka Regency. This study used a quantitative approach with a causal associative design. The population consisted of 398 Hesper Laundry users in 2025. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 80 respondents selected through purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression, t-test, and the coefficient of determination with SPSS version 26. The descriptive results show that Digital Marketing (62.0) and Service User Decision (62.4) were both in the "fairly good" category. The regression equation Y = 24.123 + 0.485X indicates a positive effect. The t-test yielded a t-value of 3.693 with a significance value of 0.000 (p < 0.05), indicating that digital marketing has a positive and significant effect on the decisions of Hesper Laundry service users. The coefficient of determination (R2) of 0.149 indicates that digital marketing explains 14.9% of the variation in service user decisions, while the remaining 85.1% is influenced by other factors outside the model.]]>
Copyrights © 2026
