Pengaruh Digital Marketing dan Potongan Harga Terhadap Keputusan Pembelian pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Medan Area di Platform Belanja Shopee

Abstract

Tujuan penelitian ini adalah untuk mengetahui apakah peran digital marketing dan potongan harga berpengaruh terhadap keputusan pembelian pada mahasiswa program studi Manajemen Fakultas Ekonomi Universitas Medan Area. Metode penelitian yang dilakukan adalah penelitian survei kuantitatif dengan jenis data primer berupa kuesioner dan teknik analisis data regresi linear berganda. Hasil penelitiam ini menunjukkan bahwa secara parsial digital marketing berpengaruh positif signifikan terhadap keputusan pembelian mahasiswa program studi Manajemen Fakultas Ekonomi Universitas Medan Area di platform belanja Shopee. Secara parsial potongan harga berpengaruh positif signifikan terhadap keputusan pembelian mahasiswa program studi Manajemen Fakultas Ekonomi Universitas Medan Area di platform belanja Shopee. Secara simultan digital marketing dan potongan harga berpengaruh positif signifikan terhadap keputusan pembelian mahasiswa program studi Manajemen Fakultas Ekonomi Universitas Medan Area di platform belanja Shopee. The purpose of this study was to determine whether the role of digital marketing and price discounts had an effect on purchasing decisions for students of the Management study program, Faculty of Economics, Medan Area University. The research method used is quantitative survey research with primary data types in the form of questionnaires and multiple linear regression data analysis techniques. The results of this study indicate that partially digital marketing has asignificant positive effect on purchasing decisions for students of the Management study program, Faculty of Economics, Medan Area University on the Shopee shopping platform. Partially, price discounts have a significant positive effect on purchasing decisions for students of the Management Study Program, Faculty of Economics, Medan Area University on the Shopee shopping platform. Simultaneously digital marketing and price discounts have a significant positive effect on purchasing decisions for students of the Management study program, Faculty of Economics, Medan Area University on the Shopee shopping platform.