PENGARUH PROMOSI DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ROXY CAFFE RANTAUPRAPAT

TIARA, NPM 2201100139 (2026) PENGARUH PROMOSI DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA ROXY CAFFE RANTAUPRAPAT. Tugas_Akhir(Artikel) Journal of Innovative and Creativity, 6 (1). pp. 21052-21063. ISSN 2775-771X (e-ISSN) 2962-570X (p-ISSN)

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan digital marketing terhadap keputusan pembelian konsumen di Roxy Coffee Rantauprapat, baik secara parsial maupun simultan. Populasi penelitian adalah seluruh konsumen Roxy Coffee Rantauprapat dengan jumlah sampel sebanyak 96 responden yang diambil menggunakan teknik purposive sampling. Metode analisis yang digunakan adalah regresi linier berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa secara parsial, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 4,145 > t tabel 1,986; signifikansi 0,000) dengan koefisien regresi sebesar 0,377. Demikian pula, digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian (t hitung 11,995 > t tabel 1,986; signifikansi 0,000) dengan koefisien regresi sebesar 0,621. Secara simultan, promosi dan digital marketing bersama-sama berpengaruh signifikan terhadap keputusan pembelian (F hitung 248,543 > F tabel 3,942; signifikansi 0,000). Nilai koefisien determinasi (R²) sebesar 0,623 menunjukkan bahwa 62,30% variasi keputusan pembelian dapat dijelaskan oleh promosi dan digital marketing, sedangkan sisanya 37,70% dijelaskan oleh variabel lain di luar model penelitian. Dengan demikian, disimpulkan bahwa promosi dan digital marketing merupakan faktor yang efektif dan dominan dalam mendorong keputusan pembelian konsumen di Roxy Coffee Rantauprapat. Manajemen disarankan untuk terus mengintegrasikan kedua strategi pemasaran tersebut secara berkelanjutan guna meningkatkan volume penjualan dan daya saing usaha. Kata Kunci: Promosi, Digital Marketing, Keputusan Pembelian, Roxy Coffee, Rantauprapat ================================================================================================== This study aims to analyze the influence of promotion and digital marketing on consumer purchase decisions at Roxy Coffee Rantauprapat, both partially and simultaneously. The research population is all consumers of Roxy Coffee Rantauprapat with a sample of 96 respondents taken using purposive sampling techniques. The analysis method used was multiple linear regression with the help of SPSS software. The results showed that partially, promotion had a positive and significant effect on purchasing decisions (t count 4.145 > t table 1.986; significance 0.000) with a regression coefficient of 0.377. Similarly, digital marketing has a positive and significant effect on purchasing decisions (t count 11,995 > t table 1,986; significance 0.000) with a regression coefficient of 0.621. Simultaneously, promotion and digital marketing together have a significant effect on purchasing decisions (F count 248,543 > F table 3,942; significance 0.000). The determination coefficient value (R²) of 0.623 showed that 62.30% of the variation in purchasing decisions could be explained by promotion and digital marketing, while the remaining 37.70% was explained by other variables outside the research model. Thus, it is concluded that promotion and digital marketing are effective and dominant factors in encouraging consumer purchase decisions at Roxy Coffee Rantauprapat. Management is advised to continue to integrate the two marketing strategies on an ongoing basis to increase sales volume and business competitiveness. Keyword: Promotions, Digital Marketing, Purchase Decisions, Roxy Coffee, Rantauprapat

Item Type:	Article
Uncontrolled Keywords:	Promosi, Digital Marketing, Keputusan Pembelian, Roxy Coffee, Rantauprapat==============Promotions, Digital Marketing, Purchase Decisions, Roxy Coffee, Rantauprapat
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	11 May 2026 03:27
Last Modified:	11 May 2026 03:27
URI:	http://repository.ulb.ac.id/id/eprint/2255

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