ANALISIS DIGITAL MARKETING DAN ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE

Feba Dinova Dex Tovtora S, Abdul Rauf, Dhea Zatira

Abstract


ABSTRACT

The purpose of this study was to determine Digital Marketing and Product Attributes to Purchase Decisions for Nike Shoe Products at Muhammadiyah University Students, Tangerang. This study uses a quantitative approach. The population of this study has a scale of about 1000-5000 people consisting of students and students of the Muhammadiyah University of Tangerang. The sampling method used in this study is the Accidental Sampling method. In this study, the samples to be taken were all students of the Muhammadiyah University of Tangerang, namely 100 students consisting of several classes. Analysis of the data in this study using SPSS version 25. The data testing technique used in this study was multiple linear regression. The results showed that there was a significant influence of Digital Marketing and Product Attributes on Nike Shoe Product Purchase Decisions at Muhammadiyah University Tangerang Students.

Keywords: Purchase Decision, Digital Marketing and Product Attributes


Full Text:

PDF

References


Aisyah, F., Taufik, N., Priyatna, E. H., Budi, A., Studi, P., & Fakultas, M. (2015). Pengaruh pelayanan sistem online dan promosi berbasis sosial media terhadap keputusan pembelian tiket bus budiman.

Arifuddin, Rani Rifani., Kadir, Abdul Rahman., Kadir, Nuraeni. (2020). Pengaruh Personal Selling dan Digital Marketing Terhadap Keputusan Pembelian Polis Asuransi PT.Qbe General Insurance Indonesia Cabang Makassar. Hasanuddin Journal of Applied Business and Entrepreneurship.

Arikunto, S. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Cooper, Donal R., dan Emory, C. William. 1996. Metode Penelitian Bisnis. Edisi kelima. Jakarta: Erlangga.

Hasibuan, Malayu. (2016). Manajemen Sumber Daya Manusia. Edisi Revisi. Jakarta: Penerbit PT Bumi Aksara.

Hasmawati, Zahara Zakiyah. (2020) Peran Atribut Produk dan Media Sosial Terhadap Keputusan Pembelian Wardah Di Palu. Jurnal Ilmu Manajemen Universitas Tadulako Vol. 6, No. 1, Januari 2020, 079 – 087.

Kotler., Amstrong, Gary. (2016). Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125.

Kotler., Amstrong, Setyo. (2012), Pengaruh Iklan Televisi dan Harga Terhadap keputusan Pembelian Sabun Lux, Jurnal Riset Sains Indonesia.Vol. 3, No. 1.

Laluyan, Glen Irwinto., Wibowo, Imam., Setiorini, Amanda. (2019) Implementasi Digital Marketing Terhadap Keputusan Pembelian Konsumen. p-ISSN: 2338–4794 e-ISSN: 2579-7476 Vol.7. No.3 September - Desember 2019.

Mahalaxmi, K.R., and Ranjith, P. (2016). A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy. IJIRST –International Journal for Innovative Research in Science & Technology| Volume 2 | Issue 10 | March 2016, SSN (online):2349-6010.

Mewoh, Fransilia Marsilina., R. E., Johny., Tampi, Mukuan., D.S., Danny. (2019) Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis Vol. 9. No. 1, 2019.

Noor, Juliansyah. (2017). Metodologi Penelitian: Skripsi, Tesis, Disertasi, dan Karya Ilmiah. Jakarta: Kencana.

Nurrohmi, Seftia Sinta. (2020) Pengaruh Atribut Produk Terhadap Keputusan Pembelian Masker Moringa Oilefera “NIZA” e-Jurnal, Volume 09 Nomor 2(2020), Edisi Yudisium 2 Tahun 2020 Hal 473 – 479

Priansa., Donni, Junni. (2017). Perilaku Konsumen dalam Bisnis Kontemporer. Bandung: Alfabeta.

Purwana, Dedi., Rahmi., Aditya, Shandy. (2016). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM) EISSN: 2580-4332 Vol. 1 No. 1 Juli 2017

Sabar, David Rudolf., Mananeke, Lisbeth., Lumanauw, Bode. (2020) Pengaruh Ekuitas Merek, Atribut Produk dan Direct Marketing Terhadap Keputusan Pembelian Mobil Toyota Pada PT Hasjrat Abadi Manado Tendean. Jurnal Emba Vol.8 No.1 Januari 2020, Hal. 185 – 193.

Sarinah., Mardalena. (2017). Pengantar Manajemen.Yogyakarta: CV Budi Utama.

Sugiyono (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Supranto. (2016) Statistik Teori dan Aplikasi Edisi Kedelapan. Jakarta: Erlangga

Wulandari, I., & Rauf, A. (2022). Analysis of Social Media Marketing and Product Review on the Marketplace Shopee on Purchase Decisions. Review of Integrative Business and Economics Research, 11, 274-284.

Setyaningrum, R. P., Kholid, M. N., & Susilo, P. (2023). Sustainable SMEs Performance and Green Competitive Advantage: The Role of Green Creativity, Business Independence and Green IT Empowerment. Sustainability, 15(15), 12096.

Astakoni, I. M. P., Sariani, N. L. P., Yulistiyono, A., Sutaguna, I. N. T., & Utami, N. M. S. (2022). Spiritual Leadership, Workplace Spirituality and Organizational Commitment; Individual Spirituality as Moderating Variable. ITALIENISCH, 12(2), 620-631.

Riyadi, S. (2021). Effect of E-Marketing and E-CRM on E-Loyalty: An Empirical Study on Indonesian Manufactures. Turkish Journal of Physiotherapy and Rehabilitation, 32(3), 5290-5297.

Immawati, S. A., & Rauf, A. (2020, March). Building satisfaction and loyalty of student users ojek online through the use of it and quality of service in tangerang city. In Journal of Physics: Conference Series (Vol. 1477, No. 7, p. 072004). IOP Publishing.

Abbas, D. S., Ismail, T., Taqi, M., & Yazid, H. (2023). Determinant of company value: evidence manufacturing Company Indonesia. Calitatea, 24(192), 183-189.

Subargus, A., Wening, N., Supono, J., & Purwanto, A. (2021). Coping Mechanism of Employee with Anxiety Levels in the COVID-19 Pandemic in Yogyakarta. Turkish Journal of Physiotherapy and Rehabilitation.

Gunawan, G. G., Wening, N., Supono, J., Rahayu, P., & Purwanto, A. (2021). Successful Managers and Successful Entrepreneurs as Head of Successful Families in Building a Harmonious Family. PSYCHOLOGY AND EDUCATION, 57(9), 4904-4913.

Purwanto, A. (2020). The Relationship of Transformational Leadership, Organizational Justice and Organizational Commitment: a Mediation Effect of Job Satisfaction. Journal of Critical Reviews.

Goestjahjanti, S. F., Novitasari, D., Hutagalung, D., Asbari, M., & Supono, J. (2020). Impact of talent management, authentic leadership and employee engagement on job satisfaction: Evidence from south east asian industries. Journal of Critical Reviews, 7(19), 67-88.

Ong, F., Purwanto, A., Supono, J., Hasna, S., Novitasari, D., & Asbari, M. (2020). Does Quality Management System ISO 9001: 2015 Influence Company Performance? Anwers from Indonesian Tourism Industries. Test Engineering & Management, 83, 24808-24817.

Purwanto, A. (2020). Develop risk and assessment procedure for anticipating COVID-19 in food industries. Journal of Critical Reviews.

Purwanto, A. (2020). Effect of compensation and organization commitment on tournover intention with work satisfaction as intervening variable in indonesian industries. Sys Rev Pharm, 11(9), 287-298.

Wamiliana, W., Usman, M., Warsito, W., Warsono, W., & Daoud, J. I. (2020). USING MODIFICATION OF PRIM’S ALGORITHM AND GNU OCTAVE AND TO SOLVE THE MULTIPERIODS INSTALLATION PROBLEM. IIUM Engineering Journal, 21(1), 100-112.

Zatira, D., & Suharti, E. (2022). Determinant Of Corporate Social Responsibility And Its Implication Of Financial Performance. Jurnal Akuntansi, 26(2), 342-357.

Muharam, H., Chaniago, H., Endraria, E., & Harun, A. B. (2021). E-service quality, customer trust and satisfaction: market place consumer loyalty analysis. Jurnal Minds: Manajemen Ide dan Inspirasi, 8(2), 237-254.

Suharti, E., & Ardiansyah, T. E. (2020). Fintech Implementation On The Financial Performance Of Rural Credit Banks. Jurnal Akuntansi, 24(2), 234-249.

Abbas, D. S., Ismail, T., Taqi, M., & Yazid, H. (2022). THE IMPLEMENTATION OF A MANAGEMENT AUDITON HR RECRUITMENT TO ASSESS THE EFFECTIVENESS OF EMPLOYEE PERFORMANCE. Jurnal Riset Akuntansi Kontemporer, 14(2), 243-251.

Hidayat, I., Ismail, T., Taqi, M., & Yulianto, A. S. (2022). Investigating In Disclosure Of Carbon Emissions: Influencing The Elements Using Panel Data. Jurnal Reviu Akuntansi dan Keuangan, 12(3), 721-732.

Sukirwan, S., Muhtadi, D., Saleh, H., & Warsito, W. (2020). PROFILE OF STUDENTS'JUSTIFICATIONS OF MATHEMATICAL ARGUMENTATION. Infinity Journal, 9(2), 197-212.

Zatira, D., & Suharti, E. (2022). Determinant Of Corporate Social Responsibility And Its Implication Of Financial Performance. Jurnal Akuntansi, 26(2), 342-357.

Ariyana, A., Enawar, E., Ramdhani, I. S., & Sulaeman, A. (2020). The application of discovery learning models in learning to write descriptive texts. Journal of English Education and Teaching, 4(3), 401-412.




DOI: http://dx.doi.org/10.31000/digibis.v1i1.6601

Article Metrics

Abstract - 3239 PDF - 2697

Refbacks

  • There are currently no refbacks.



Office:
Redaksi Digital Business Journal (BISDIG), Building F, 3rd Floor, Faculty of Economics and Business, Universitiy Of Muhammadiyah Tangerang
Jl. Perintis Kemerdekaan I No.33, RT.007/RW.003, Babakan, Cikokol, Kec. Tangerang, Kota Tangerang, Banten 15118

Wa: 08567312111 (Galuh), 085716034977 (Eky)
Email: DigibisUMT@gmail.com

Digital Business Journal (DIGIBIS) is licensed under CC BY 4.0