PENGARUH DIGITAL MARKETING, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN COFFE SHOP DI CIKARANG

Abstract

The research was conducted to determine the effect of digital marketing,promotion, and quality of service on consumer decisions to purchase at a coffee shop in Cikarang. In this research, the researcher uses the Lemeshow formula in determining the sample. The data used is primary data which is obtained by the author through a questionnaire distributed to 100 respondents. The significant effect of X1 and Y variables is 4.092 from the table value 1.66071 with a significant number 0.000 <0.05, the significant effect of the variable X2 and Y are worth 0.500 > 1.66071 with a significant number of 0.618 > 0.05 and the significant effect of X3 and Y variables is 8.084 from the table value of 1.66071 with a significant number of 0.000 < 0.005. The influence of the simultaneous variables X1, X2, X3 on Y is 72.748 > 2.7 which has a greater meaning than F table which means that there is an influence between digital marketing, promotion, and service quality on purchasing decisions at a coffee shop in Cikarang.