An Analysis Of Digital Marketing, Service, And Price On The Decision To Rent The Amindybarokah Minisoccer Field

Abstract

This study aims to analyze the influence of digital marketing, service quality, and price on the decision to rent the Amindybarokah minisoccer field. The research uses a quantitative approach with an associative method. Data were collected through questionnaires distributed to 90 respondents who are customers of the Amindybarokah minisoccer field. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results show that partially, digital marketing has a positive and significant effect on the rental decision, with a significance value of 0.005 < 0.05. Service quality also has a positive and significant effect on the rental decision with a significance value of 0.001 < 0.05, and price has a positive and significant effect with a significance value of 0.001 < 0.05. Simultaneously, digital marketing, service quality, and price have a positive and significant effect on the rental decision with an F-value of 93.105 and significance of 0.000 < 0.05. The coefficient of determination (Adjusted R Square) value of 0.736 indicates that 73.6% of the variation in rental decisions can be explained by these three variables, while the remaining 26.4% is influenced by other variables outside the study.