The impact of digital marketing, product quality, and reference groups on purchasing decisions at the Eiger Store Bukittinggi
Keywords:
digital marketing, product quality, reference group, buying decision
Abstract
This research aims to analyze Digital Influence Marketing , Product Quality, as well Reference Groups on Purchasing Decisions. This research is classified as porposive sampling , the sample in this research is Eiger Store Bukittinggi customers with the following criteria : a ) Consumers of outdoor equipment products. b) Have made purchases of outdoor equipment products in the city of Bukittinggi or West Sumatra. c) Customers who have seen digital marketing from the Eiger Store in Bukittinggi City. While the number of samples in This study consisted of 160 samples using purposive sampling. The data analysis technique is a regression analysis technique using the SPSS V.25 application. The results of this study are as follows: 1) There is a significant influence between Digital Marketing on Purchasing Decisions. 2) There is a significant influence between Product Quality on Purchasing Decisions. 3) There is a significant influence between the Reference Group on Purchasing Decisions.
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References
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Nugroho, B., Hutchins, N., & Monty, JP (2013). Large-Scale Spanwise Periodicity in A Turbulent Boundary Layer Induced by Highly Ordered and Directional Surface Roughness. International Journal of Heat and Fluid Flow , 41, 90-102.
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Park, EJ, Kim, EY, Funches, VM, & Foxx, W. (2012). Apparel Product Attributes, Web Browsing, and E-Impulse Buying on Shopping Websites . Journal of Business Research , 65(11), 1583-1589.
Ridwan, IM (2019). Application of Digital Marketing as a Marketing Improvement to UKM Angkringan Warung "WAGE" Bandung. BSI Abdimas Journal: Community Service Journal, 2(1), 137-142.
Sanjaya, S. (2017). The Influence of Promotion and Brand on Purchasing Decisions at Pt. Sinar Sosro Medan. Scientific Journal of Management and Business, 16(2).
Santosaa, AD, & Chayaningtyasb, ID (2020). The Effect of Personal Selling and Reference Group on Consumer Purchasing Decisions. Journal of Management Economics, 6(1), 67-73.
Sanyal, S., & Hisam, MW (2018). The Impact of Teamwork on Work Performance of Employees: A Study of Faculty Members In Dhofar University . IOSR Journal of Business and Management, 20(3), 15-22.
Saputra, GW, & Ardani, IGAKS (2020). The Effect of Digital Marketing, Word Of Mouth, and Service Quality on Purchasing Decisions. Udayana University Management E-Journal, 9(7), 2596.
Setyorini, R., & Nugraha, RP (2017). The Effect of Trust Towards Online Repurchase Intention with Perceived Usefulness As An Intervening Variable: A study on KASKUS marketplace customers. International Journal, 9(1), 1-7.
Sugiyono, D. (2014). Educational Research Methods.
Taleghani, M., Kleerekoper, L., Tenpierik, M., & Van Den Dobbelsteen, A. (2015). Outdoor Thermal Comfort with Five Different Urban Forms In The Netherlands . Building And Environment , 83, 65-78.
Wahidin, M., Noviani, R., Hermawan, S., Andriani, V., Ardian, A., & Djarir, H. (2012). Population-Based Cancer Registration in Indonesia . Asian Pacific Journal of Cancer Prevention, 13(4), 1709-1710.
Yogastrian, I., & Imawati, I. (2020). Analysis of the Effect of Promotion, Influencers, and Instagram Social Media on Shoe Product Purchase Decisions (Case Study on Local Brand Shoes) . ( Doctoral dissertation , Muhammadiyah University of Surakarta).
Alma, B. (2011). Marketing Management. Third Edition. Jakarta: Erlangga.
Argawan, B., Halim, B., Wijaya, J., Ekaputri, K., Aditia, KC, Prasetya, NR, & Yuliati, R. (2019). Utilization of Digital Marketing Channels in Efforts to Expand Marketing of Sarongge Instant Red Ginger Products . Journal of Indonesian Community Empowerment , 1(1), 187-203.
Arli, D., & Tjiptono, F. (2014). The End of Religion ? examining T he R ole of Religiousness , Materialism , and Long - Term Orientation on Consumer Ethics in Indonesia . Journal of Business Ethics , 123( 3), 385-400 .
Assauri, S. (2013). Marketing Management . _ Jakarta: Rajawali Press.
Astray, G., Gullón, B., Labidi, J., & Gullón, P. (2016). Comparison B etween Developed Models Using Response Surface Methodology ( RSM ) and Artificial Neural Networks ( ANNs ) with The Purpose to Optimize Oligosaccharide M ixtures Production from Sugar B eet Pulp . _ _ _ _ _ _ Industrial Crops and Products , 92, 290-299.
Astrid, A., Sachari, A., & Widodo, P. (2013). The Influence of Shopping Center Atmosphere on Shopping Value.
Balawera, A. (2013). Green Marketing and Corporate S ocial Responsibility The Influence on Consumer Purchasing Decisions Through Interest in Buying Organic Products at Freshmart Manado city . _ _ _ _ _ EMBA Journal: Research Journal of Economics, Management, Business and Accounting, 1(4).
Stone, ED (2019 ). Periodic Fever , Aphthous Stomatotitis , Pharyngitis , and Cervical Adenitis ( PFAPA ) Syndrome : Main Features and Algorithm for Clinical Practice . _ Rheumatology International , 39(6), 957-970.
Brusch, I., Schwarz, B., & Schmitt, R. (2019). David Versus Goliath-Service Quality Factors for Niche Providers in Online Retailing . Journal of Retailing and Consumer Services , 50, 266-276.
Carron, M., Zarantonello, F., Lazzarotto, N., Tellaroli, P., & Ori, C. (2017). Role of Sugammadex in Accelerating Postoperative Discharge: A Meta-Analysis. Journal of Clinical Anesthesia , 39, 38-44.
Davis, P., Milne, B., Parker, K., Hider, P., Lay-Yee, R., Cumming, J., & Graham, P. (2013). Efficiency, Effectiveness, Equity (E3). Evaluating Hospital Performance in Three Dimensions . Health Policy , 112(1-2), 19-27.
Dennis, C., Bourlakis, M., Alamanos, E., Papagiannidis, S., & Brakus, JJ (2017). Value Co-Creation Through Multiple Shopping Channels: The Interconnections with Social Exclusion and Well-Being. International Journal of Electronic Commerce , 21(4), 517-547.
Hair, JF, Ringle, CM, & Sarstedt, M. (2013 ). Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning , 46(1-2), 1-12.
Hidayaty, N., Ginting, G., & Kurniawati, K. (2022). The Influence of Relationship Quality, Brand Experience and Product Design with Purchase Intention as Intervening Variables on Purchase Decision of Household Appliances Products. Jurkami: Journal of Economic Education , 7(1), 138-156.
Juliana, D. (2021). The Influence of Digital Marketing, Service Quality and E-Trust on Purchasing Decisions Using Go-Food Services (Empirical Study of Consumers Using Go-Food in Magelang City) . (Doctoral Dissertation, Thesis, Muhammadiyah University of Magelang).
Khuong, MN, & Duyen, HTM (2016). Personal Factors Affecting Consumer Purchase Decision Towards Men Skin Care Products—A Study in Ho Chi Minh City, Vietnam . International Journal of Trade, Economics and Finance , 7(2), 44-50.
Kurniawan, F., Arifin, Z., & Fanani, D. (2018). The Effect of Brand Image on Purchasing Decisions (Survey of class XII students of SMAN 15 Surabaya who use ASUS Brand Laptops). Journal of Business Administration, 56(1), 75-81.
Kurt, OK, Zhang, J., & Pinkerton, KE (2016). Pulmonary Health Effects Of Air Pollution. Current Opinion In Pulmonary Medicine, 22(2), 138.
Kusuma, YS (2014). The Influence of Brand Experience on Brand Loyalty through Brand Satisfaction and Brand Trust Harley Davidson in Surabaya. Marketing Strategy Journal, 2(1), 1-11.
Kotler, P. (2017). Philip Kotler : Some of My Adventures in Marketing . Journal of Historical Research in Marketing.
Laluyan, GI, Wibowo, I., & Setiorini, A. (2019). Implementation of Digital Marketing on Consumer Purchase Decisions JD. en Jakarta . Journal of Business Management Krisnadwipayana, 7(3), 1-13.
Lumi, CK, Tumbel, AL, The Effect of Reciprocal Teaching, Student Facilitator and Explaining and Learning Independence on Mathematical Learning Results by Controlling The Initial Ability of Students & Ogi, IW (2021). Reference Group Analysis, Endorsement and Promotional Mix on Top Up Decisions in the PUBG Mobile Game for Feb Unsrat Students. Emba Journal: Research Journal of Economics, Management, Business and Accounting, 9(4), 821-830.
Mulyono, D., Asmawi, M., & Nuriah, T. (2018) . . International Electronic Journal of Mathematics Education, 13(3), 199-205.
Nugroho, B., Hutchins, N., & Monty, JP (2013). Large-Scale Spanwise Periodicity in A Turbulent Boundary Layer Induced by Highly Ordered and Directional Surface Roughness. International Journal of Heat and Fluid Flow , 41, 90-102.
O'Connell, KA, Smith, EN, Shaney, KJ, Arifin, U., Kurniawan, N., Sidik, I., & Fujita, MK (2018). Coalescent Species Delimitation of A Sumatran Parachuting Frog. Zoologica Scripta, 47(1), 33-43.
Park, EJ, Kim, EY, Funches, VM, & Foxx, W. (2012). Apparel Product Attributes, Web Browsing, and E-Impulse Buying on Shopping Websites . Journal of Business Research , 65(11), 1583-1589.
Ridwan, IM (2019). Application of Digital Marketing as a Marketing Improvement to UKM Angkringan Warung "WAGE" Bandung. BSI Abdimas Journal: Community Service Journal, 2(1), 137-142.
Sanjaya, S. (2017). The Influence of Promotion and Brand on Purchasing Decisions at Pt. Sinar Sosro Medan. Scientific Journal of Management and Business, 16(2).
Santosaa, AD, & Chayaningtyasb, ID (2020). The Effect of Personal Selling and Reference Group on Consumer Purchasing Decisions. Journal of Management Economics, 6(1), 67-73.
Sanyal, S., & Hisam, MW (2018). The Impact of Teamwork on Work Performance of Employees: A Study of Faculty Members In Dhofar University . IOSR Journal of Business and Management, 20(3), 15-22.
Saputra, GW, & Ardani, IGAKS (2020). The Effect of Digital Marketing, Word Of Mouth, and Service Quality on Purchasing Decisions. Udayana University Management E-Journal, 9(7), 2596.
Setyorini, R., & Nugraha, RP (2017). The Effect of Trust Towards Online Repurchase Intention with Perceived Usefulness As An Intervening Variable: A study on KASKUS marketplace customers. International Journal, 9(1), 1-7.
Sugiyono, D. (2014). Educational Research Methods.
Taleghani, M., Kleerekoper, L., Tenpierik, M., & Van Den Dobbelsteen, A. (2015). Outdoor Thermal Comfort with Five Different Urban Forms In The Netherlands . Building And Environment , 83, 65-78.
Wahidin, M., Noviani, R., Hermawan, S., Andriani, V., Ardian, A., & Djarir, H. (2012). Population-Based Cancer Registration in Indonesia . Asian Pacific Journal of Cancer Prevention, 13(4), 1709-1710.
Yogastrian, I., & Imawati, I. (2020). Analysis of the Effect of Promotion, Influencers, and Instagram Social Media on Shoe Product Purchase Decisions (Case Study on Local Brand Shoes) . ( Doctoral dissertation , Muhammadiyah University of Surakarta).
Published
2023-06-30
How to Cite
Arbian, M., & Fasyni, A. (2023). The impact of digital marketing, product quality, and reference groups on purchasing decisions at the Eiger Store Bukittinggi. Marketing Management Studies, 3(2), 204-214. https://doi.org/10.24036/mms.v3i2.375
Section
Articles
