PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ONLINE SHOP NAESTHEUTICLO

Abstract

This study aims to determine the extent of the influence of Digital Marketing on product Purchasing Decisions Naestheuticlo online shop. The data analysis method used is a simple correlation analysis method, R2 determination and t test. The population in this study were consumers during 2020 who made purchases of products sold at the Naestheuticlo online shop as many as 60 people. From the results of SPSS 23.0 output above, it is known that the calculated r count are  0,971 and r table are 0.2144. Based on research, we can compare r count with r table for decision making, namely that the relationship between variable X and variable Y is r count (0,971) > r table (0.2144), it can be concluded that there is a positive and significant relationship between Digital Marketing (X) and Purchasing Decisions (Y). Based on the results of the study obtained the value of R Square of 0.942 or 94.2 %. The result shows that the influence of Digital Marketing (X) with Purchasing Decisions (Y) on Naestheuticlo online shop products is 94.2% and the remaining 5.8% is influenced by other factors not discussed in this study. Based on calculations obtained from the results of processing and computerization using the SPSS 23.0 program, a simple regression equation is obtained as follows : Y = 0,669 + 0,454 X, this regression equation explains that a = 0,669 indicates that if Digital Marketing is constant or X = 0, it will have an influence on Purchasing Decisions of 0.609. b = 0,454 indicates that every change in a Digital Marketing variable, will increase Purchasing Decisions by 0.454. From the results of the analysis it can be concluded that t count = 40.047 > t table = 2,001 then reject H₀ and accept H₁, which means that the Digital Marketing variable has a positive and significant effect on the Purchasing Decision variable, the hypothesis is accepted.