Pengaruh Digital Marketing, Cita Rasa, Dan Potongan Harga Terhadap Minat Beli Produk Minuman Boba Di Rantauprapat

Widya Prasetya, Bayu Eko Broto, Elida Florentina Sinaga Simanjorang

Sari


The purpose of this study was to determine the effect of digital marketing, taste, and price discounts on the intention to buy Boba beverage products in Rantauprapat, Labuhanbatu Regency. This type of research uses a quantitative descriptive method. The population of this study were all consumers in the city of Rantauprapat, North Rantau and South Rantau districts, Labuhanbatu district, North Sumatra. And for the sample, there are 100 people who are derived from the Wibisono formula. The data obtained is primary data which is the result of respondents' answers or questionnaires distributed. The results of the t test show that Digital Marketing (X1) has a very significant effect on purchase intention. It can be seen from the results of tcount > ttable (3.199 > 1.984) with a significance value of 0.002 <0.05. Thus the Digital Marketing variable has a positive and significant effect on the Purchase Intention variable (Y). Taste variable (X2) has a value of tcount > ttable (4,416 > 1,984) with a significance value of 0.000 <0.05. Thus the Taste variable has a positive and significant effect on the Purchase Intention variable (Y). The Price Discount variable (X3) has a tcount > ttable (3.611 > 1.984) with a significance value of 0.001 <0.05. Thus the variable Price Discounts has a positive and significant effect on the variable Purchase Intention (Y).

Keywords:
Digital Marketing, Taste, Price Discounts, Interest in Buying Beverage Products

Teks Lengkap:

Download PDF

Referensi


Adi, (2015). Pengaruh Kualitas Produk, Harga, Dan Wom (Word of Mouth) Terhadap Keputusan Pembelian Handphone Evercoss Pada Cv.Tristar Jaya Globalindo Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(3), 817–826.

Afina Yasmin, Sadia Tasneen, K. F. (2020). Strategi Pemasaran Melalui Digital Marketing Pada PT. Vitapharm. Mini Riset, Universitas Islam Indonesia, 1–19.

Annisa. (2017). Faktor Yang Mempengaruhi Minat Beli Konsumen Di Toko Online. Management Analysis Journal, 5(4), 389–399.

Brefere, D. dan. (2018). PENGARUH CITA RASA, HARGA, DAN TEMPAT TERHADAP LOYALITAS KONSUMEN (Studi Pada Kedai Mie Djoedes Pare) Rini. Jur Nal Ekonomi Bisnis.

Et, N. P. M. (2020). OPTIMALISASI INTEGRATED DIGITAL MARKETING DALAM STRATEGI PEMASARAN UMKM IMAGO RAW HONEY. Tjyybjb.Ac.Cn, 27(2), 58–66.

Fawaid. (2022). Pengaruh Brand Image, Brand Trust Dan Product Quality Terhadap Keputusan Pembelian (Studi pada pembeli Kopi Bowongso di Kabupaten Wonosobo). 2, 100–108.

Fitriah. (2018). Pengaruh Brand Ambassador, Minat Beli, Dan Testimoni Terhadap Keputusan Pembelian (Studi Pada Situs Jual Beli Online Shop Shopee Indonesia di Universitas Budi Luhur Periode Februari – April 2018). Tjyybjb.Ac.Cn, 27(2), 78.

Hanum, Fauziah; Rambe, Bhakti Helvi; Harahap, Nova Jayanti; Prayoga, Yudi; Pohan, M. Y. A. (2023). THE IMPORTANT ROLE OF ADOPTING THE USE OF TECHNOLOGY IN UNIVERSITIES AFTER COVID-19: APPLICATION OF THE TECHNOLOGY ACCEPTANCE MODEL. ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN), 10(1), 74–80.

Imantoro, D. (2018). Analisis Pengaruh Cita Rasa, Label Halal dan Diversifikasi Produk terhadap Keputusan Beli Konsumen pada Produk Olahan Tuna Inggil Pacitan Jawa Timur. At-Tauzi’: Jurnal Ekonomi Islam, 15(2), 131–142.

Kim, E. Y. (2018). Penerapan Strategi Digital Marketing, Teori Antrian terhadap Tingkat Kepuasan Pelanggan (Studi Kasus di MyBCA Ciputra World Surabaya). Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 5(1), 102.

Kusumaningrum. (2019). Analisis Pengaruh Variasi Produk, Cita Rasa, Dan Higienitas Terhadap Minat Beli Konsumen ( Studi Kasus Pada Ice Cream Zangrandi Surabaya). Jurnal Dinamika Administrasi Bisnis, 1, 1–14.

Maimunah. (2023). Pengaruh Cita Rasa, Label Halal, Penetapan Harga Dan Iklan Terhadap Keputusan Pembelian Mie Samyang Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Yppi Rembang. Jurnal Kompetitif, 12(01), 15–28.

McCharty. (2018). ANALISIS PENGARUH PEMBERIAN POTONGAN HARGA MELALUI MEMBER CARD TERHADAP LOYALITAS KONSUMEN DALAM PERSPEKTIF ETIKA BISNIS ISLAM (Study pada Mall Ramayana Tanjung Karang). مجلة اسيوط للدراسات البيئة, العدد الحا(3), 362.

Melda. (2020). 140716-ID-pengaruh-kualitas-layanan-dan-brand-imag. 3(1), 1–10.

Nasution, A. P., Prayoga, Y., Pohan, M. Y. A., & Siregar, Z. M. E. (2022). Adoption of Fintech by Labuhanbatu Students. International Journal of Social Science and Business, 7(1 SE-Articles). https://doi.org/10.23887/ijssb.v7i1.53599

Novisari. (2018). Karakteristik Dan Citarasa Cokelat Putih Dari Lemak Kakao Non Deodorisasi Dan Deodorisasi. Jurnal Industri Hasil Perkebunan, 13(2), 117. https://doi.org/10.33104/jihp.v13i2.4188

Prabowo. (2020). E-Book Digital Marketing Content. E-Book Digital Marketing, 14.

Sari, S. dan J. (2023). Harga , Dan Pemasaran Terhadap Minat Pelanggan Di Hasan Abstrak. 8(2), 437–454.

Siburian, K. B. (2022). Analisis Rasio Profitabilitas Laporan Laba Rugi Pada Home Industri Cita Rasa Pagimana Kabupaten Banggai Nur Atni Botutihe. Jurnal EMOR, 2(2), 33–46.

Sonata. (2021). PENGARUH PROMOSI, POTONGAN HARGA, DAN PELAYANAN TERHADAP VOLUME PENJUALAN PADA PT.GIANT CABANG ALAUDDIN MAKASSAR. 6.

Sukmalengkawati. (2022). Pengaruh Digital Marketing, Brand Image Dan Influencer Marketing Pada Keputusan Pembelian Online. Doctoral Dissertation, STIE Malangkucecwara, 1(69), 5–24.

Yazer Nasdini. (2021). Efektifitas Digital Marketing Terhadap Kualitas Layanan pada Usaha di Masa Pandemi Covid 19 (Studi Kasus di Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 7(2), 32. https://doi.org/10.35870/jemsi.v7i2.609




DOI: https://doi.org/10.37531/mirai.v8i3.6155

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web Analytics