Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Bradermaker Store

Alvinsa Rhamadhani Putra Darmanto, Devilia Sari

Abstract

Abstract
This study was conducted to determine the results of the influence of digital marketing on consumer buying interest in the Bradermaker Store, in this study there is a phenomenon that there are Bradermaker consumerswho are influenced by social media brands, digital marketing brands and content marketing in making purchases.This study uses a non-probability sampling technique, namely purposive sampling. Non-probability sampling is a sampling technique that does not provide an opportunity or opportunity for each element or member of the population to be selected as a sample (Sugiyono 2018:84). The technique that will be used in this research is purposive sampling, namely taking samples by determining special characteristics that are in accordance with the research objectives so that it is expected to answer research problems, based on these calculations, the sample obtained is 96.04 people, but the researchers rounded up and to simplify the calculation, the researchers took a sample of 100 people. Based on the results of the descriptive analysis that has been carried out, it can be seen that the responses of respondents who are Bradermaker Store consumers consider that the digital marketing used by Bradermaker has been effective in attracting consumers. that digital marketing carried out by the Bradermaker Store can increase consumer buying interest. Based on the results of research on "The Influence of Digital Marketing on Consumer Buying Interest in the Bradermaker Store", the conclusion is obtained, indicating that the digital marketing used by the Bradermaker has been effective in attracting consumers and respondents have a high level of buying interest at the Bradermaker Store.
Keywords: Digital marketing, Purchase intention, Marketing

Abstrak
Penelitian ini dilakukan untuk mengetahui hasil Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Bradermaker Store, dalam penelitian ini terdapat fenomena bahwa terdapat konsumen Bradermaker yang terpengaruhi dengan sosial media brand, digital marketing brand dan konten markting dalam melakukan pembelian. Penelitian ini menggunakan teknik non probability sampling yaitu purposive sampling. Non probability sampling adalah teknik pengambilan sampel yang tidak memberi peluang atau kesempatan bagisetiap unsur atau anggota populasi untuk dipilih menjadi sampel (Sugiyono 2018:84). Teknik yang akan digunakan dalam penalitian ini adalah purposive sampling yaitu pengambilan sample dengan cara menetapkan ciri-ciri khusus yang sesusai dengan tujuan penelitian sehingga di harapkan dapat menjawab permasalahan penelitian, berdasarkan perhitungan tersebut, sampel yang didapat sebesar 96,04 orang, tetapi peneliti melakukan pembulatan dan untuk mempermudah hitungan maka peneliti mengambil sampel sebanyak 100 orang. Berdasarkan hasil analisis deskriptif yang telah dilakukan, maka dapat diketahui bahwa tanggapan responden yang merupakan konsumen Bradermaker Store menilai bahwa digital marketing yang digunakan oleh pihak Bradermaker sudah efektif untuk menarik konsumen.yang ternyata berpengaruh pada minat beli konsumen, sementara tanggapan responden mengenai minat beli dapat dinyatakan bahwa digital marketing yang dilakukan pihak Bradermaker Store dapat meningkatkan minat beli konsumen. Berdasarkan hasil penelitian mengenai "Pengaruh Digital Marketing Terhadap Minat Beli Konsumen Bradermaker Store", maka diperoleh kesimpulan, menunjukkan bahwa digital marketing yang digunakan oleh pihak Bradermaker sudah efektif untuk menarik konsumen dan responden memiliki tingkat minat beli yang besar pada Bradermaker Store.
Kata kunci: Digital marketing, Minat beli, Pemasaran

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