PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PT. NIAGA SUKSES KREASI UTAMA JAKARTA UTARA
DOI:
https://doi.org/10.61722/jaem.v3i3.12520Keywords:
Digital Marketing, Price, Purchase IntentionAbstract
This study aims to analyze the influence of Digital Marketing and Price on Consumer Purchase Intention at PT. Niaga Sukses Kreasi Utama, North Jakarta. The background of this research is the increasingly fierce competition in the CCTV product business and the company’s suboptimal digital promotions, which have resulted in low consumer purchase intention. A quantitative method was used, with data collected through questionnaires distributed to 97 respondents selected via simple random sampling. The independent variables were Digital Marketing and Price, while the dependent variable was Purchase Intention. Data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing using SPSS Version 22. The results show that Digital Marketing has a positive and partially significant effect on Purchase Intention (t = 2.247; sig. = 0.027). Price also has a positive and partially significant effect (t = 7.082; sig. = 0.000). Simultaneously, both variables have a positive and significant effect on Purchase Intention (F = 46.405; sig. = 0.000), with a coefficient of determination (Adj R²) of 48.6%.
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