Pengaruh Online Marketing Dan Persepsi Kualitas Terhadap Keputusan Pembelian (Studi Pada Customer Parfum Today 88 Medan Johor)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh online marketing dan persepsi kualitas terhadap keputusan pembelian pelanggan Parfum Today 88 Medan Johor. Latar belakang penelitian ini didasarkan pada semakin ketatnya persaingan bisnis parfum, khususnya pada pemasaran berbasis digital, sehingga pelaku usaha dituntut untuk memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 89 responden yang merupakan pelanggan Parfum Today 88 Medan Johor, yang dipilih menggunakan teknik random sampling. Data dikumpulkan melalui kuesioner yang telah diuji validitas dan reliabilitasnya, serta dianalisis menggunakan regresi linier berganda dengan terlebih dahulu memenuhi uji asumsi klasik. Hasil penelitian menunjukkan bahwa online marketing dan persepsi kualitas berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara parsial, hasil uji t menunjukkan bahwa online marketing berpengaruh signifikan terhadap keputusan pembelian, begitu juga dengan persepsi kualitas yang memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Secara simultan, hasil uji F menunjukkan bahwa online marketing dan persepsi kualitas bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 0,781 menunjukkan bahwa sebesar 78,1% variasi keputusan pembelian dapat dijelaskan oleh variabel online marketing dan persepsi kualitas, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Temuan ini menegaskan pentingnya optimalisasi strategi pemasaran online serta peningkatan persepsi kualitas produk dalam mendorong keputusan pembelian konsumen pada Parfum Today 88 Medan Johor. This study aims to analyze the effect of online marketing and perceived quality on purchasing decisions of customers of Today 88 Perfume Medan Johor. The background of this research is based on the increasingly intense competition in the perfume business, particularly in digital-based marketing, which requires business actors to understand the factors influencing consumers’ purchasing decisions. This study employed a quantitative approach using a survey method involving 89 respondents who were customers of Today 88 Perfume Medan Johor, selected through random sampling techniques. Data were collected using questionnaires that had been tested for validity and reliability and analyzed using multiple linear regression after meeting the classical assumption tests. The results indicate that online marketing and perceived quality have a positive and significant effect on purchasing decisions. Partially, the t-test results show that online marketing has a significant effect on purchasing decisions, as does perceived quality, which also significantly influences purchasing decisions. Simultaneously, the F-test results demonstrate that online marketing and perceived quality jointly have a significant effect on purchasing decisions. The coefficient of determination (R²) of 0.781 indicates that 78.1% of the variation in purchasing decisions can be explained by online marketing and perceived quality, while the remaining percentage is influenced by other variables not examined in this study. These findings highlight the importance of optimizing online marketing strategies and enhancing perceived product quality in encouraging consumer purchasing decisions at Today 88 Perfume Medan Johor.