Pengaruh Digital Marketing Online dan Pelayanan Prima terhadap Keputusan Pembelian
Abstract
In the era of globalization, the advancement of marketing products/services digitally by utilizing internet technology and social media is one innovative way to conduct company activities. By leveraging internet technology and social media marketing, companies can perform various digital business activities such as business transactions, operational functions, This study seeks to explore how online digital marketing and superior service impact purchase choices by investigating how information is shared with consumers and suppliers, and fostering positive producer-consumer relationships. The study employed a quantitative research approach at PT. Deroyal Tour & Travel, involving a sample of 90 participants. Data analysis encompassed various techniques including Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, Coefficient of Determination, t-test, and F-test. The findings of the study revealed, it was found that online digital marketing has a significant positive influence on purchase decisions, excellent service has a significant positive influence on purchase decisions, and simultaneously, online digital marketing and excellent service have a positive and significant influence on purchase decisions. The magnitude of the influence of independent variables on purchase decisions is 70.6%. The suggestions in this study are that PT. Deroyal Tour & Travel should create more content on various social media platforms such as Facebook, TikTok, periodically provide training to employees, improve the quality of service by providing comprehensive facilities, and evaluate the services provided
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