Does digital marketing has influence on purchase decision? amiril azizah, ratna wulaningrum, zuhriah
Politeknik Negeri Samarinda
Abstract
The purpose of this study is to investigate the influence of digital marketing variables based on consumer interest to make purchases decision. The methodology used a quantitative method. The purposive sampling technique resulted in 60 respondents, which is the number of respondents. A Likert scale measurement scale questionnaire was used to collect primary data. Simple linear regression is the data analysis method employed. The findings result that digital marketing has a favorable and significant impact on consumer interest in purchasing. This study has recommendations that digital marketing making the customer interest in purchasing on particularly in the marketplace. The manager of companies suggest the digital marketing is one of the strategy to increase company performance leading to improve profitability. Therefore, implication on creating e commerce should be convenient for the customer to make transaction on purchasing of products. Development of design on digital marketing is essential to make the customer on purchase intention, as the results sales of product will be increase.
Keywords: Website, Purchase Intention, and Digital Marketing.
