Peran E-Marketing untuk Meningkatkan Minat Beli Pelanggan pada Produk Informa Living World Alam Sutra Tangerang Selatan
DOI:
https://doi.org/10.32493/jpkpk.v6i3.29039Keywords:
E-Marketing, Minat BeliAbstract
Penelitian ini bertujuan untuk mengetahui peran E-Marketing untuk meningkatkan minat beli pelanggan pada produk informaliving world alam sutra tangerang selatan. Metode yang digunakan metode penelitian assosiatif dengan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah 98 responden Teknik pengumpulan data dilakukan melalui observasi dan pembagian kuesioner kepada responden. Metode Analisis Data yang digunakan untuk penelitian ini adalah uji validitas, uji reliabilitas, uji koefisien korelasi, uji regresi linier sederhana, uji koefisien determinasi, Uji Hipotesis (uji t ) mengunakan hitungan SPSS 26. Hasil penelitian terdapat pengaruh positif dan signifikan antara E-Marketing terhadap minat beli dengan diperoleh persamaan regresi Y = Y = 9,118 + 0,818 X dapat diartikan bahwa apabila nanti E-Marketing bertambah 1, maka nilai rata – rata Minat Beli tiap bulan akan bertambah sebesar 0,818 atau setiap nilai E-Marketing bertambah 10, maka nilai rata – rata Minat Beli tiap bulan bertambah pula sebesar 8,18. nilai koefisien korelasi (R) sebesar 0,784 dan sesuai dengan ketentuan maka dapat disimpulkan bahwa E-Marketing (X) memiliki tingkat kekuatan pengaruh yang kuat terhadap minat beli (Y) dan koefisien determinasi (R Square) yang diperoleh sebesar 0,615. Hal ini berarti 61,5%% pengaruh E-Marketing terhadap minat beli sedangkan sisanya 38,5 % dipengaruhi oleh variabel-variabel lain yang tidak diteliti. Uji hipotesis diperoleh nilai t hitung>t tabel (12,390 > 1,661), untuk itu H0 ditolak dan H1 diterima, hal ini menunjukkan bahwa terdapat pengaruh yang positif dan signifikan sebesar 0,000< 0,1 secara parsial antara E-Marketing terhadap Minat Beli.
This study aims to determine the role of E-Marketing in increasing customer buying interest in Informaliving World Alam Sutra Tangerang Selatan products. The method used is associative research method with a quantitative approach. The sample in this study amounted to 98 respondents. Data collection techniques were carried out through observation and the distribution of questionnaires to respondents. The data analysis method used for this research is the validity test, reliability test, correlation coefficient test, simple linear regression test, coefficient of determination test, and Hypothesis t-test using SPSS 26 calculations. Research results there is a positive and significant effect between E-Marketing on buying interest by obtaining the regression equation Y = 9.118 + 0.818 X. This can be interpreted that if later E-Marketing increases by 1, then the average Purchase Intention value each month will increase by 0.818 or for each E-Marketing value increases by 10, then the average Purchase Intention value each month will also increase by 8.18. the correlation coefficient (R) is 0.784 and according to the provisions, it can be concluded that E-Marketing (X) has a strong level of influence on purchase intention (Y) and the coefficient of determination (R Square) obtained is 0.615. This means that 61.5% of the influence of E-Marketing on purchase intention while the remaining 38.5% is influenced by other variables not examined. The hypothesis test obtained by the value of t count>t table (12.390 > 1.661), for that H0 is rejected and H1 is accepted, this shows that there is a positive and significant effect of 0.
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