4D Marketing Mix Terhadap Keputusan Pembelian pada Shopee di Kota Surakarta
DOI:
https://doi.org/10.59603/masman.v2i3.480Keywords:
Disruption, Diffusion, Digitalization, De-siloage, Purchasing DecisionsAbstract
This research aims to analyze the influence of disruption, diffusion, digitalization, and de-siloage on purchasing decisions. This research uses a primary data collection method, namely by distributing questionnaires where the population in this research is Shopee users in Surakarta City. Sampling in this study used a non-probability sampling technique using purposive sampling. With a sample size of 100 respondents. The analysis method is multiple linear regression analysis using SPSS 25 software. The results of this research show that disruption has a positive and significant effect on purchasing decisions, diffusion has a positive and significant effect on purchasing decisions, digitalization has a positive and significant effect on purchasing decisions, and de-siloage has a positive effect and significant to purchasing decisions.
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