The Effect of Digitalization, Advertising Attractiveness and Product Variety on Community Purchasing Decisions on MSME Products in Medan City

Authors

  • Alfonco Frans Cristofer Universitas Prima Indonesia
  • Renata Gitara Pandia Universitas Prima Indonesia
  • Restika Rindorindo Universitas Prima Indonesia
  • Hendra Jonathan Sibarani Universitas Prima Indonesia
  • Owen de Pinto Simanjuntak Universitas Sari Mutiara

DOI:

https://doi.org/10.59086/ijest.v2i3.325

Keywords:

Digitalization, , Advertising Attractiveness, Product Variety, Purchase Decisions

Abstract

The failure of existing product variations can be caused by an undeveloped brand image among consumers, lack of consumer confidence, decreased product desirability, and deviation of the wrong product due to incorrect analysis, because many consumers do not know the existing products in meeting consumer needs. This research uses quantitative methods, with descriptive analysis techniques and is explanatory research with a sample of 100 respondents. Data analysis in this study used the SPSS. The results showed that the Sig value to influence digitalization on purchasing decisions is 0.003 < 0.05 and the tcount value is 3.044 > ttable 1.985, the Sig value to influence the attractiveness of advertising on purchasing decisions is 0.017 < 0.05 and the tcount value (2.440) > ttable (1.985), the Sig value for influencing product variations on purchasing decisions is 0.017 < 0.05 and the tcount value (2.435)> ttable (1.985), it can be stated that product digitalization, attractiveness of advertising, product variety have a positive and significant effect on purchasing decisions

References

Andi. Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Armstrong, Kotler 2015, “Marketing an Introducing Prentice Hall twelfth edition” , England : Pearson Education, Inc

Arthur A. Thompson, M. A. (2016). Crafting and executing strategy: the quest for competitive advantage, concepts and readings. New York: McGraw-Hill Education

Brennen, J. S., & Kreiss, D. (2016). Digitalization. Mikroskopie, VOL. 37, 109-118. https://doi.org/10.1002/9781118766804.wbiect111

Buchari Alma., 2016 Manajemen Pemasaran dan Pemasaran Jasa. Bandung. Alfabeta

Don, Tapscott. Grown Up Digital yang Muda yang Mengubah Dunia diterjemahkan: tim Kompas Gramedia. Grown Up Digital: How the Net Generation Is Changing Your World, Jakarta: PT Gramedia Pustaka Utama, 2013

Djaslim Saladin dan Herry Achmad Buchory, 2017. Manajemen Pemasaran. Linda Karya, Bandung

Djaslim Saladin, 2016. Intisari Pemasaran dan Unsur-unsur Pemasaran. Linda Karya Bandung

Groover P, Mikel. 2017. Fundamentals of Modern Manufacturing: Materials, Process,and systems 4th. Edition. London: John Wiley Sons, Inc

Intan Aisyah Marlin, (2020). Pengaruh Variasi Produk Dan Promosi Terhadap Keputusan Pembelian Paving Block Pada PT. Multi Guna Precast Mandiri Di Rimbo Panjang. Skripsi Thesis, Universitas Islam Negeri Sultan Syarif Kasim Riau.

Marpaung, Fenny Krisna; Sibarani, Hendra Jonathan. Bagaimana Pengaruh Digital Marketing dan Capacity Building Terhadap Kinerja UKM Di Kota Medan?. Akrab Juara : Jurnal Ilmu-Ilmu Sosial, [S.L.], V. 3, N. 4, P. 35-41, Nov. 2018. ISSN 2620-9861.

Nuryaman & Christina, V. (2015). Metodologi Penelitian Akuntansi dan Bisnis Teori dan Praktik. Cetakan pertama. Bogor, Indonesia: Penerbit Ghalia Indonesia

Putri, Prisma Miardi, and R.A Marlien. 2022. “Pengaruh Digital Marketing Terhadap Keputusan Pembelian Online”. Jesya (Jurnal Ekonomi & Ekonomi Syariah) 5 (1): 25–36.

Prajanu Pitamakoro, Tony Wijaya (2018). “Pengaruh Daya Tarik Iklan dan Citra Merek Terhadap Keputusan Pembelian Kopi Bubuk Instan (Studi Kasus pada TOP Coffee di Yogyakarta”.

Rangkuti, Freddy. 2018. Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta : Gramedia Pustaka Utama.

Downloads

Published

2023-07-26

How to Cite

Cristofer, A. F., Pandia, R. G., Rindorindo, R., Sibarani, H. J., & Simanjuntak, O. de P. (2023). The Effect of Digitalization, Advertising Attractiveness and Product Variety on Community Purchasing Decisions on MSME Products in Medan City. International Journal Of Economics Social And Technology, 2(3), 160–168. https://doi.org/10.59086/ijest.v2i3.325

Issue

Vol. 2 No. 3 (2023): September 2023

Section

Artikel

License

Copyright (c) 2023 Alfonco Frans Cristofer, Renata Gitara Pandia, Restika Rindorindo, Hendra Jonathan Sibarani, Owen de Pinto Simanjuntak

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

International Journal Of Economics Social And Technology under the terms of a Creative Commons Attribution 4.0 International License / CC BY 4.0 This license permits anyone to copy and redistribute this material in any form or format, compose, modify, and make derivative works of this material for any purpose, including commercial purposes, so long as they include credit to the Author of the original work.