4D Marketing Mix Terhadap Keputusan Pembelian pada Shopee di Kota Surakarta

Authors

  • Dewi Aprilia Nugraheni Universitas Duta Bangsa Surakarta
  • Esti Dwi Rahmawati Universitas Duta Bangsa Surakarta
  • Agus Suyatno Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.59603/masman.v2i3.480

Keywords:

Disruption, Diffusion, Digitalization, De-siloage, Purchasing Decisions

Abstract

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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Published

2024-08-02

How to Cite

Dewi Aprilia Nugraheni, Esti Dwi Rahmawati, & Agus Suyatno. (2024). 4D Marketing Mix Terhadap Keputusan Pembelian pada Shopee di Kota Surakarta . MASMAN : Master Manajemen, 2(3), 137–149. https://doi.org/10.59603/masman.v2i3.480

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