The Influence Of Marketing, Product And Brand Communications On Purchasing Decisions In The Digital Era

Abstract

The purpose of this research is to determine the influence of marketing
communications, products and brands on purchasing decisions in the
Digital Era. The method in this research is survey research with a
quantitative approach, assessment based on numbers using statistical
calculations, using simple random sampling techniques and data
collection techniques in this research using library research, field
research, observation and questionnaires. This research used a sample of
100 potential consumers who had experience purchasing products or
services in the digital era. Data was processed using SPSS version 25.
The research results show that the Marketing Communication variable
(X1) partially has a significant positive effect on Purchasing Decisions
(Y) with a t-count value > t-table (2.926 > 1.988) with a value (sig) of
0.004 < 0.05. The Product variable (X2) partially has a significant
positive effect on Purchasing Decisions (Y) with a t-count > t-table
value (2.033 > 1.985) with a value (sig) 0.045 < 0.05, the Brand variable
(X3) partially has no effect on Purchasing Decisions (Y) with a t-count
value > t-table (-1,000 < 1.985) with a value (sig) 0.320 > 0.05 . And the
variables marketing communication (X1), Product (X2) and Brand
Perception (X3) simultaneously have a significant positive effect on the
Purchasing Decision variable (Y) F-count value > F-table or 8.511 >
2.70 and significant < 0.05 (0.000 < 0.05). The coefficient of
determination (adjust R Square) is 0.925 or 92.5%, which means that
the independent variables consisting of marketing communications
(X1), products (X2) and brands (X3) can contribute an influence of 21%
and the remaining 79%. influenced by other factors