Pengaruh Digital Marketing Terhadap Keputusan Pengguna Jasa Hesper Laundry Di Kabupaten Sikka

Fransiskus Yomaerischy Eryk; Yoseph Darius Purnama Rangga; Dimas Realino

doi:10.59603/ppiman.v4i3.1582

Pengaruh Digital Marketing Terhadap Keputusan Pengguna Jasa Hesper Laundry Di Kabupaten Sikka

Authors

Fransiskus Yomaerischy Eryk Universitas Nusa Nipa
Yoseph Darius Purnama Rangga Universitas Nusa Nipa
Dimas Realino Universitas Nusa Nipa

DOI:

https://doi.org/10.59603/ppiman.v4i3.1582

Keywords:

Digital Marketing, Service User Decision, Hesper Laundry, Sikka Regency

Abstract

This study aims to: (1) describe digital marketing and the decisions of Hesper Laundry service users in Sikka Regency; and (2) analyze the effect of digital marketing on the decisions of Hesper Laundry service users in Sikka Regency. This study used a quantitative approach with a causal associative design. The population consisted of 398 Hesper Laundry users in 2025. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 80 respondents selected through purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, simple linear regression, t-test, and the coefficient of determination with SPSS version 26. The descriptive results show that Digital Marketing (62.0) and Service User Decision (62.4) were both in the "fairly good" category. The regression equation Y = 24.123 + 0.485X indicates a positive effect. The t-test yielded a t-value of 3.693 with a significance value of 0.000 (p < 0.05), indicating that digital marketing has a positive and significant effect on the decisions of Hesper Laundry service users. The coefficient of determination (R²) of 0.149 indicates that digital marketing explains 14.9% of the variation in service user decisions, while the remaining 85.1% is influenced by other factors outside the model.

References

Adrianus Willem, A., Tumbel, A. L., & Samadi, R. L. (2020). Pengaruh marketing media sosial Facebook terhadap keputusan pelanggan D’Brothers Laundry.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.

Dewi, N. K., & Saputra, I. G. (2023). Pengaruh digital marketing terhadap keputusan konsumen.

Farhana, & Anas. (2024). Pengaruh digital marketing, word of mouth, dan kualitas pelayanan terhadap keputusan pembelian.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Hasan, M. I. (2020). Pokok-pokok materi metodologi penelitian dan aplikasinya. Jakarta: Ghalia Indonesia.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.

Putri, A., & Kurniawan, B. (2024). Pengaruh digital marketing terhadap keputusan konsumen.

Ramadhan, M., & Nugroho, A. (2025). Pengaruh digital marketing terhadap keputusan konsumen pada sektor jasa.

Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). London: Kogan Page.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.

Tjiptono, F. (2015). Strategi pemasaran (4th ed.). Yogyakarta: Andi.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill Education.

Downloads

Published

2026-07-29

How to Cite

Eryk, F. Y., Rangga, Y. D. P., & Dimas Realino. (2026). Pengaruh Digital Marketing Terhadap Keputusan Pengguna Jasa Hesper Laundry Di Kabupaten Sikka. PPIMAN Pusat Publikasi Ilmu Manajemen, 4(3), 419–429. https://doi.org/10.59603/ppiman.v4i3.1582