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Bisma : Business and Management Journal
Published by CV. Kalimasada Group
ISSN : -     EISSN : 29875900     DOI : 10.59966
Core Subject : Social,
Social Sciences
Bisma : Jurnal Bisnis dan Manajemen berfokus pada berbagai tema, topik, serta aspek bisnis dan manajemen, termasuk (namun tidak terbatas) pada topik berikut. Manajemen Pemasaran Manajemen Keuangan Manajemen Sumber Daya Manusia Manajemen Koperasi Manajemen Strategis Manajemen Agribisnis Manajemen Pengetahuan dan Inovasi Pariwisata dan Ekonomi Kreatif Kewiraswastaan Ekonomi
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 141 Documents
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Pengaruh Promosi Online, Nilai Pelanggan, dan Kemudahan Transaksi terhadap Keputusan Pembelian pada Frozen Food Mbak Bakul Risma Arifiadna
BISMA : Business and Management Journal Vol. 4 No. 3 (2026): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v4i3.2860

Abstract

The development of digital technology has driven transformations in marketing strategies, particularly through the use of online promotion as a means of enhancing consumers’ purchasing decisions. In addition to online promotion, customer value and transaction convenience are theoretically and empirically considered to be factors that may influence consumers’ purchasing decisions. This study aims to analyze the effects of online promotion, customer value, and transaction convenience on purchasing decisions at Frozen Food Mbak Bakul. This research employed a quantitative approach using an associative research design. The data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of IBM SPSS software. The results show that online promotion and customer value have a positive and significant partial effect on purchasing decisions, whereas transaction convenience does not have a significant partial effect. However, simultaneously, online promotion, customer value, and transaction convenience have a significant effect on purchasing decisions, with a coefficient of determination (R²) of 0.761, indicating that 76.1% of the variation in purchasing decisions can be explained by the three independent variables. These findings indicate that improving the effectiveness of digital promotion and creating optimal customer value are important strategies for encouraging consumer purchasing decisions at Frozen Food Mbak Bakul.

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