Pengaruh Harga, Lokasi dan Digital Marketing terhadap Keputusan Pembelian pada Pelanggan Cafe In Out

Abstract

In the development of the current era of globalization, it causes increasingly dynamic technological developments, this makes consumers able to quickly find out information about the existence of a product. Business actors are required to act quickly and precisely so as not to lose in the competition. One of the cafes in Medan City, Cafe In Out, must be able to carry out a marketing strategy to attract consumer attention. Marketing using price, location and digital marketing is effective for attracting consumer attention and increasing purchasing decisions. This study aims to determine the effect of price, location and digital marketing on purchasing decisions for Cafe In Out products on Cafe In Out customers. The influence between price, location and digital marketing will be analyzed partially and simultaneously on impulsive purchasing decisions. This research uses quantitative methods with an associative approach. Sampling was carried out through the Non-probability Sampling method with accidental sampling technique, and used one hundred respondents as samples. Primary data used was obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The data analysis technique uses instrument test, validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing with the help of SPSS. The results of the research conducted show that the variables of price, location and digital marketing have a significant effect on purchasing decisions at Cafe In Out. The coefficient of determination test shows that the relationship between price, location and digital marketing on purchasing decisions is not close enough with an R value of 0.513. Through the Adjusted R Square value, it is known that price, location and digital marketing explain purchasing decisions by 26.4%, while 73.6%, the rest is influenced by other variables outside the variables studied.