Pengaruh Pemasaran Online Terhadap Keputusan Pembelian dalam Peningkatan Penjualan J.Co Donuts & Coffee

Abstract

By implementing accurate marketing strategies through exploiting opportunities to increase sales, the company's position in the market can be improved or maintained. The aim of this research is to explain how much influence online promotions have on purchasing decisions in increasing sales of J.Co Donuts & Coffee in Denpasar City. The population in this study was 230 people with a sample of 84 respondents using simple random sampling techniques. The data analysis methods used are data quality testing, classical assumption testing, multiple linear regression analysis, hypothesis testing and coefficient of determination testing. The research results show that online marketing, which consists of the variables personal relevance, interactivity, message and brand familiarity, has a significant influence simultaneously on purchasing decisions. Partially, only the personal relevance variable has a significant influence on purchasing decisions. The independent variable in this study has a percentage contribution of influence of 89.1% on purchasing decisions, while the remaining 10.9% is influenced by other variables not included in this model.