Pengaruh Digital Marketing dan Promosi terhadap Keputusan Pembelian Jasa Drumband Cipasung
Studi Kasus di Kabupaten Tasikmalaya
DOI:
https://doi.org/10.55606/jurrie.v5i2.9471Keywords:
Digital Marketing, Promotion, Purchasing DecisionAbstract
The rapid development of digital technology has encouraged businesses to utilize digital marketing and promotional strategies to influence consumer purchasing decisions. However, the implementation of these strategies in service-based businesses, particularly drumband services, remains relatively underexplored. This study aims to analyze the influence of digital marketing and promotion on purchasing decisions for Drumband Cipasung services in Tasikmalaya Regency. The research employed a quantitative approach using a survey method involving 69 respondents selected through simple random sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27. The findings indicate that digital marketing does not have a significant effect on purchasing decisions, while promotion has a positive and significant effect on purchasing decisions. The coefficient of determination (R²) of 0.822 demonstrates that digital marketing and promotion jointly explain 82.2% of the variation in purchasing decisions. These results imply that promotional activities play a more important role in encouraging consumers to purchase Drumband Cipasung services, whereas the current implementation of digital marketing has not yet been sufficiently effective. Therefore, improving content quality, audience engagement, and digital marketing strategies is recommended to enhance consumer purchasing decisions.
Keywords: Digital Marketing, Promotion, Purchasing Decision
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Copyright (c) 2026 Alycia Noor Oktaviani Arief, Rina Madyasari, Alfin Nur Arifah, Yudi Setia Rachmanda
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