The Influence of Digital Marketing Strategy, Price and Customer Experience  on Consumer Purchasing Decisions at the Arrahman Perfume  Store in Binjai

Tania Putri Maharani; Dewi Nurmasari Pane

doi:10.60076/ijeam.v1i5.937

Authors

Tania Putri Maharani Universitas Pembangunan Panca Budi
Dewi Nurmasari Pane Universitas Pembangunan Panca Budi

DOI:

https://doi.org/10.60076/ijeam.v1i5.937

Keywords:

Digital Marketing Strategy, Price, Customer Experience, Consumer Purchasing Decisions

Abstract

As the digital age has changed how consumers interact with products and services, the perfume industry is one of the most affected sectors. As a result, the number of perfumes being produced is increasing, and new perfumes are emerging with various societal trends, which causes competition to become increasingly intense. The purpose of this study is to understand the impact of digital marketing strategies, pricing, and customer experience on consumer purchasing behavior at the Arrahman Perfume store in Binjai. Data collection via a questionnaire given to 80 respondents. The model used with Multiple Regression and processed through SPSS. The results of this study indicate that digital marketing strategies are positively and significantly impacted, as are prices in a positive and significant way and customer experiences in a positive and significant way with regard to consumer purchasing decisions. The Adjusted R Square value is 0.890 or 89%, which means that digital marketing strategy, price and customer experience contribute 89% and the remaining 11% can be explained by other variables that were not studied

References

Ernawati, Reni. “Analisis Pengaruh Promosi, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Pada Situs E-Commerce Zalora Di Jakarta.” Business Management Analysis Journal(Bmaj)4,No.2(October31,2021):80–98. Https://Doi.Org/10.24176/Bmaj.V4i2.6663.

Indrapura, P. F. S., & Fadli, U. M. D. (2023). Analisis strategi digital marketing di perusahaan Cipta Grafika. Jurnal Economina, 2(8), 1970-1978.

Wahidah, F. P. (2022). Pengaruh Harga, Promosi Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Cv. Pia Manalagi Kota Probolinggo (Doctoral Dissertation, Universitas Panca Marga).

Sari, M., & Kapuy, H. R. (2022). Pengaruh Interior Display dan Customer Experience Terhadap Keputusan Pembelian di Cafe Butterfly. Ekomen, 21(1), 36-46.

Rokima, F., Basalamah, M. R., & Arsyianto, M. T. (2023). Pengaruh Digital Marketing, Word Of Mouth Dan Customer Experience Terhadap Keputusan Pembelian Varian Chatime Di Malang (Studi Kasus Pada Mahasiswa Manajemen Universitas Islam Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02).

Fauziah, Iif Muzdalifah, And Imam Yuwono. “Pengaruh Digital Marketing, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Boneka Di Pt. Bangun Nusantara Kanaka” 2 (2023).

Yunefa, A., & Sabardini, S. E. (2021). Pengaruh kualitas produk, harga, dan iklan terhadap keputusan pembelian produk lipstik Emina di Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(2).

Priyastama R. (2020). Buku Sakti Kuasai SPSS. Cetakan I. Yogyakarta: Start Up.

Sugiyono, (2019), Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabeta.

Suharni, Lilis. 2022. "Iain Metro Lampung." Skripsi Pengaruh Strategi Digital Marketing Dan Kualitas Layanan Terhadap Keputusan Pembelian Oleh Konsumen Pada Qolsa FashionStoreKotaMetro.https://repository.metrouniv.ac.id/id/eprint/9641/1/1804040059_Lilis%20Suharni%20-%20Lilis%20Suharni.pdf.

Mallik, D M Arvind, Dan Shanker Narayan Rao. “Impact Of Digital Marketing On Youth Buying Behavior At Big Bazaar In Udupi” 3, No. 08.

Kotler, P & Armstrong, G. 2006.Prinsip-perinsip Pemasaran. Jakarta:Erlangga.

Nurrohman., & Utama (2018). Pengaruh Electronic Word Of Mouth, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Smartphone Merek Blackberry Di Yogyakarta). Jurnal Manajemen Bisnis Indonesia. Https://Eprints.Uny.Ac.Id/55746/ .

Pebrila, Lisa, Asep M. Ramdan, Dan Acep Samsudin. “Kekuatan Pengalaman Konsumen Dan Kepercayaan Terhadap Minat Beli Ulang Pada Toko Handmade Addictive.” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 24 April 2019, 341. Https://Doi.Org/10.24843/Eeb.2019.V08.I04.P01.

Shaw, C., & Hamilton, R. (2016). The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level. Palgrave Macmillan.

Aprilia, Ervira. 2023. "Pengaruh Digital Marketing Dan E-Service Quality Terhadap Keputusan Pembelian Pada Fashion Gurlswanthis Toko Tiktokshop."

Ramadhani, Ahmad Alfin, Dan Nur Rokhmad Nuzil. “Pengaruh Customer Experience, Service Quality, Dan Price Terhadap Keputusan Pembelian (Studi Pada Pembeli Sepeda Motor Matic Yamaha N-Max Di Pasuruan),”