The Influence Of Digital Marketing On Customer Decisions In Choosing Goods Expeditions In Pt. Lion Parcel – CileungSI
Abstract
The relationship between Digital marketing and purchasing decisions and how much influence Digital marketing has on purchasing decisions at PT Lion Parcel. This research uses quantitative research with a significance level of 10% and a confidence level of 90%. The sample in this study was 44 respondents using Slovin's theory. The data in this research uses primary data and secondary data, namely conducting observations and questionnaires, as well as literature studies. To test the instrument, use validity and reliability tests. The methods for data analysis are using frequency distribution, simple linear regression, correlation coefficient, coefficient of determination, and T test. In this study, the data was calculated manually and also used SPSS version 21 software. The results of this research explained that digital marketing with frequency data analysis was perceived well, namely 3.67 and purchasing decisions 3.53. Linear regression analysis Y = 10.455 + 0.859X, the correlation coefficient is perceived as strong at 0.671, the coefficient of determination is 45%, and in the t test it is perceived that t count > t table, namely 5.860 > 1.682.
Keywords: Digital Marketing, Purchasing Decisions
References
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