PENGARUH DIGITAL MARKETING, INNOVATION, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN JASA GRABFOOD DI KOTA PEKANBARU
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Abstract
The purpose of this study was to determine the effect of digital marketing, innovation, celebrity endorsement on purchasing decisions. The population in this study is the people of Pekanbaru City who have used GrabFood services, so using the roscoe formula the sample is set at 120 people using the accidental sampling method. The results of the study explain that digital marketing and innovation have a positive and significant influence, while celebrity endorses have a positive and insignificant influence on purchasing decisions.
Tujuan penelitian ini adalah untuk mengetahui pengaruh digital marketing, innovation, celebrity endorse terhadap keputusan pembelian. Populasi pada penelitian ini adalah masyarakat Kota Pekanbaru yang pernah menggunakan Jasa GrabFood, maka dengan rumus roscoe sampel ditetapkan sebesar 120 orang dengan metode accindental sampling. Hasil penelitian menjelaskan bahwa digital marketing dan innovation memiliki pengaruh positif dan signifikan, sedangkan celebrity endorse memiliki pengaruh positif dan tidak signifikan terhadap keputusan pembelian.
References
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Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(7), 2596. https://doi.org/10.24843/ejmunud.2020.v09.i07.p07
Suryana. (2014). Kewirausahaan: Pedoman Praktis, Kiat dan Proses Menuju Sukses. Bandung: Alfabeta.
Tjiptono, & Diana. (2016). Pemasaran Esensi dan Aplikasi.
Tjiptono, Fandy, & Chandra, G. (2012). Pemasaran Strategic. Yogyakarta: CV Andi.
Wachyuni, S. S., & Priyambodo, T. K. (2020). the Influence of Celebrity Endorsement in Restaurant Product Purchase Decisions Making. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 45–54. https://doi.org/10.18510/ijmier.2020.625
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age. International Journal of Management Science and Business Administration, 1(5), 69–80.
Anas, A. A., & Sudarwanto, T. (2020). Pengaruh Celebrity Endorser terhadap Keputusan Pembelian di Eiger Store Royal Plaza Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 953–958.
Ankasanicara. (2012). Analisis Pengaruh Celebrity Endorsement pada Brand Image Terhadap Keputusan Pembelian Studi Kasus: Peter Says Denim. Universitas Indonesia. Jurnal Universitas Brawijaya.
Artini, I. R. (2019). Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Produk Shampo Kecantikan Sunsilk Cro - Creations Pada Mahasiswi Fakultas Ekonomi Universitas Islam Indonesia Di Yogyakarta. 1, 105–112.
Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173
Ginting, Y. M. (2022). SEIKO : Journal of Management & Business Analysis The Influence Of Digital Marketing , Product Differentiation , Customer Value , Service Quality To Purchase Decision And Repurchase Intention Of Millenial Generation At Shopee Online Shop. 4(3), 134–153. https://doi.org/10.37531/sejaman.v4i3.2527
Kertamukti, R. (2015). Strategi Kreatif Dalam Periklanan Konsep Pesan,Media, Branding, Anggaran. Jakarta: Raja Grafindo Persada.
Keynes, J. M. (1936). The General Theory of Employment, Interest and Money. London: Macmillan.
KHAN, A., & LODHI, S. (2016). INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE DECISION : A CASE OF KARACHI AFSHEEN KHAN Jinnah University for Women Jinnah University for Women Imperial Journal of Interdisciplinary Research ( IJIR ). Imperial Journal of Interdisciplinary Research (IJIR), 2(1), 102–111.
Khoziyah, S., & Lubis, E. E. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Followers Online Shop Instagram @KPopConnection. Jurnal Ilmu Komunikasi, 10(1), 39–50.
Kotler, P., & Keller, L. (2012). Manajemen Pemasaran Edisi Ketigabelas. Erlangga. Jakarta.
Lapian;, V. E. R. J., & Mandagie, Y. (2022). Keputusan Pembelian Produk Skincare Ms Glow Pada Reseller Pasar 45 Manado the Influence of Lifestyle , Product Innovation and Viral Marketing on Purchase Decisions for Ms Glow Skincare Products At Reseller. 10(2), 620–631.
Mahalaxmi, K. R. (2021). A Study On Impact Of Digital Marketing In Customer Purchase In Chennai. Journal of Contemporary Issues in Business and Government, 26(02), 332–338. https://doi.org/10.47750/cibg.2020.26.02.136
Malik, R. (2017). Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in UdupiNo Title. Nternational Journal for Innovative Research in Science & Technology (IJIRST), 3(8).
Mittal, M. (2017). Impact of Celebrity Endorsements on Advertisement Effectiveness & Purchase Decision Among Youths. International Journal of Marketing and Business Communication, 6(4), 17–27. http://www.publishingindia.com
Nisaputra, R. (2013). “36 juta jiwa aktif menggunakan bisnis”,.
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management, 15(7), 120. https://doi.org/10.5539/ijbm.v15n7p120
Purwanti, P., Sarwani, S., & Sunarsi, D. (2020). Pengaruh Inovasi Produk Dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Pada Pt. Unilever Indonesia. Inovasi, 7(1), 24. https://doi.org/10.32493/inovasi.v7i1.p24-31.5442
Ramadhani, I., & Nadya, P. S. (2020). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), 1177(2776–1177), 1–14.
Ratna Gumilang, R. (2019). Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition : Jurnal Ilmiah Manajemen, 10(1), 9–14. https://doi.org/10.32670/coopetition.v10i1.25
Rusdian, S., & Hildayani, N. (2021). Pengaruh Diferensiasi Produk Terhadap Keputusan Pembelian (Studi Pada Roseberry Cake Shop Garut). Jurnal Ekonomi Dan Bisnis, 8(1), 132–140.
Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word of Mouth, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(7), 2596. https://doi.org/10.24843/ejmunud.2020.v09.i07.p07
Suryana. (2014). Kewirausahaan: Pedoman Praktis, Kiat dan Proses Menuju Sukses. Bandung: Alfabeta.
Tjiptono, & Diana. (2016). Pemasaran Esensi dan Aplikasi.
Tjiptono, Fandy, & Chandra, G. (2012). Pemasaran Strategic. Yogyakarta: CV Andi.
Wachyuni, S. S., & Priyambodo, T. K. (2020). the Influence of Celebrity Endorsement in Restaurant Product Purchase Decisions Making. International Journal of Management, Innovation & Entrepreneurial Research, 6(2), 45–54. https://doi.org/10.18510/ijmier.2020.625
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age. International Journal of Management Science and Business Administration, 1(5), 69–80.
Published
2023-08-04
How to Cite
AMIN, Abdi et al.
PENGARUH DIGITAL MARKETING, INNOVATION, DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN JASA GRABFOOD DI KOTA PEKANBARU.
LUCRUM : Jurnal Bisnis Terapan, [S.l.], v. 3, n. 2, p. 131-142, aug. 2023.
Available at: <https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/article/view/3394>. Date accessed: 11 oct. 2024.
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Articles
