Pengaruh Online Marketing Strategy Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa STIE Mulia Darma Pratama Palembang)

Abstract

ABSTRAK

 

Permasalah yang dibahas dalam penelitian ini adalahadakah pengaruh online marketing strategyditinjau dari aspek product, price, place dan promotionterhadap keputusan pembelian? Populasi dalam penelitian ini adalah seluruh mahasiswa STIE Mulia Darma Pratama yang pernah belanja online. Teknik sampel yang digunakan dalam penelitianSampling Aksidental. Adapun sampel pada penelitian ini sebanyak 50 orang STIE Mulia Darma Pratama yang pernah belanja online.Hasil penelitian menunjukkan bahwa pengujian secara simultan (Uji F), diperoleh F_hitung(22,133)>F_tabel (2,422) jadi Ha diterima dan Ho ditolakdapat disimpulkan bahwa variabel product (X₁), price (X₂), place (X₃), dan promotion (X₄) secara bersama-sama berpengaruh terhadap keputusan pembelian (Y). Hasil pengujian secara parsial (Uji t) dapat dijelaskan: variabel product (X₁) berpengaruh signifikan terhadap keputusan pembelian (Y) diperoleh t_hitung sebesar 3,165 dengan nilai signifikan sebesar 0,002, jadi nilai t_hitung(3,165) >t_tabel(1,679) Ha diterima dan Ho ditolak.Variabel price (X₂) berpengaruh signifikan terhadap keputusan pembelian (Y) hasil diperoleh t_hitung sebesar 6,682 dengan nilai signifikan sebesar 0,000, jadi nilai t_hitung (6,682) > t_tabel (1,679) Haditerima dan Ho ditolak. Variabel Place (X₃) tidak berpengaruh signifikan terhadap keputusan pembelian (Y) hasil diperoleh t_hitung sebesar 0,153 dengan nilai signifikan sebesar 0,879, jadi nilai t_hitung (0,153) < t_tabel (1,679) Ha ditolak dan Ho diterima.Variabel promotion (X₄) berpengaruh tapi tidak signifikan terhadap keputusan pembelian (Y) hasil diperoleh t_hitung sebesar 2,209 dengan nilai signifikan sebesar 0,031, jadi nilai t_hitung(2,209)>t_tabel(1,679) Ha diterima dan Ho ditolak.

 

Kata Kunci:product, price, place, promotion, dan keputusan pembelian

 

ABSTRACT

 

The problem discussed in this study is is there an influence of online marketing strategy in terms of product, price, place and promotion aspects of purchasing decisions? The population in this study were all STIE Mulia Darma Pratama students who had shopped online. Sample technique used in accidental sampling research. The samples in this study were 50 people from STIE Mulia Darma Pratama who had shopped online. The results showed that simultaneous testing (Test F), obtained Fcount (22,133)> Ftable (2,422) so Ha was accepted and Ho was rejected it could be concluded that the product variables (X1), price (X2), place (X3), and promotion ( X4) jointly influences the purchase decision (Y). Partial test results (t test) can be explained: product variable (X1) has a significant effect on purchasing decisions (Y) obtained tcount of 3.165 with a significant value of 0.002, so tcount (3.165)> ttable (1.679) Ha is accepted and Ho is rejected . Price variable (X2) significantly influences the purchase decision (Y), the result is tcount of 6.682 with a significant value of 0.000, so tcount (6.682)> ttable (1.679) Ha is accepted and Ho is rejected. Place variable (X3) does not have a significant effect on purchasing decisions (Y), the result is tcount of 0.153 with a significant value of 0.879, so the value of tcount (0.153) <ttable (1.679) Ha is rejected and Ho is accepted. The promotion variable (X4) influences but is not significant to the purchasing decision (Y). The result is obtained tcount of 2.209 with a significant value of 0.031, so the value of tcount (2.209)> ttable (1.679) Ha is accepted and Ho is rejected.

 

Keywords: product, price, place, promotion, and purchasing decisions