The Influence Of Digital Marketing And Service Quality On Purchase Decisions At The Lova Store In Bengkulu City
Abstract
This study aims to determine the effect of digital marketing and service quality on purchasing decisions at Toko Lova in Bengkulu City. This is a descriptive quantitative research. The data collection method used in this study is the questionnaire technique, with a sample of 96 respondents. The results of the study show a multiple linear regression equation Y = 26.652 + 0.136 X1 + 0.327 X2 + 3.379. The positive coefficients indicate a positive or direct relationship between the digital marketing variable (X1), service quality (X2), and purchasing decisions at Toko Lova in Bengkulu City. Based on the test results, digital marketing (X1) shows a t-value of 2.172 > t-table 1.661 and a significance of 0.032 < 0.05, meaning the hypothesis Ha is accepted and Ho is rejected, which indicates that digital marketing (X1) has a positive and significant effect on purchasing decisions at Toko Lova in Bengkulu City. The service quality test (X2) shows a t-value of 5.094 > t-table 1.661 and a significance of 0.000 < 0.05, meaning the hypothesis Ha is accepted and Ho is rejected, indicating that service quality has a positive and significant effect on purchasing decisions at Toko Lova in Bengkulu City. Based on the comparison of the F-calculated value with the F-table value, the F-calculated value is greater than the F-table value, 17.312 > 2.70, thus the hypothesis is accepted, meaning there is a simultaneous influence between digital marketing (X1), service quality (X2), and purchasing decisions (Y) at Toko Lova in Bengkulu City.
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