Pengaruh Digital Marketing, Kualitas Pelayanan dan Store Atmosphere Terhadap Minat Beli Konsumen

Authors

  • Hesty Sepsada Universitas Riau, Indonesia
  • Mashur Fadli Universitas Riau, Indonesia

DOI:

https://doi.org/10.57235/jleb.v1i2.1044

Keywords:

Digital Marketing, Kualitas Pelayanan, Suasana Toko dan Minat Beli Konsumen

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, kualitas pelayanan dan store atmosphere terhadap minat beli konsumen di toko PM Collection Pekanbaru. Metode yang digunakan dalam penelitian ini adalah statistik deskriptif dan kuantitatif dengan model penelitian explanatory. Sampel dalam penelitian ini berjumlah 100 responden yang ditentukan dengan menggunakan accidental sampling dan menggunakan kuesioner untuk teknik pengumpulan data. Dari analisis data dengan model pengukuran, model struktural dan pengujian hipotesis, ditemukan bahwa pemasaran digital berpengaruh positif dan signifikan terhadap minat beli konsumen, kualitas layanan berpengaruh positif dan tidak signifikan terhadap minat beli konsumen, dan store atmosphere berpengaruh positif dan tidak signifikan. berpengaruh signifikan terhadap minat beli konsumen.

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References

Albi, K. (2020). Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(1), 21–30. https://doi.org/10.36407/jmsab.v3i1.116

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Kotler dan Keller. (2012). Marketing Management Edisi 14 (Global Edi). Pearson prentice hall.

Peter, J. P. & J. C. O. (1999). Consumer Behavior Prilaku Konsumen dan Strategi Pemasaran (Edisi 4, J). Jakarta: Penerbit Erlangga.

Sandra, T. A., Setiawan, Z. F., & Sanjaya, V. F. (2022). Pengaruh Store Atmosphere , Kualitas Pelayanan , Keberagaman Produk Terhadap Minat Beli. Jurnal Ekonomi Manajemen Dan Akuntansi, 3(1), 17–26.

Tjiptono, F. (2001). Strategi Pemasaran (Edisi Pert). AndiOfset.Yogyakarta.

Tjiptono, F., & Chandra, G. (2011). Service, Quality & Satisfaction Edisi 3. Yogyakarta: Andi, 1.

Albi, K. (2020). Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(1), 21–30. https://doi.org/10.36407/jmsab.v3i1.116

Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18–33.

Ghozali, I., & Latan, H. (2015). Konsep, teknik, aplikasi menggunakan Smart PLS 3.0 untuk penelitian empiris. BP Undip. Semarang, 290.

Kotler dan Keller. (2012). Marketing Management Edisi 14 (Global Edi). Pearson prentice hall.

Peter, J. P. & J. C. O. (1999). Consumer Behavior Prilaku Konsumen dan Strategi Pemasaran (Edisi 4, J). Jakarta: Penerbit Erlangga.

Sandra, T. A., Setiawan, Z. F., & Sanjaya, V. F. (2022). Pengaruh Store Atmosphere , Kualitas Pelayanan , Keberagaman Produk Terhadap Minat Beli. Jurnal Ekonomi Manajemen Dan Akuntansi, 3(1), 17–26.

Tjiptono, F. (2001). Strategi Pemasaran (Edisi Pert). AndiOfset.Yogyakarta.

Tjiptono, F., & Chandra, G. (2011). Service, Quality & Satisfaction Edisi 3. Yogyakarta: Andi, 1.

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Published

2023-10-11

How to Cite

Sepsada, H., & Fadli, M. (2023). Pengaruh Digital Marketing, Kualitas Pelayanan dan Store Atmosphere Terhadap Minat Beli Konsumen. Journal of Law, Education and Business, 1(2), 382–392. https://doi.org/10.57235/jleb.v1i2.1044

Issue

Vol. 1 No. 2 (2023): Oktober 2023

Section

Articles

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