Published: 2023-10-01

Pengaruh Digital Marketing, Goldilock Effect, dan Loyalitas Pelanggan Terhadap Keputusan Pembelian Online Pengguna Aplikasi Matahari

DOI: 10.35870/emt.v7i4.1318

Rheyna Vallerina Kaetza, Devi Purnamasari
  • Rheyna Vallerina Kaetza: Universitas Dian Nuswantoro ROR
  • Devi Purnamasari: Universitas Dian Nuswantoro ROR
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Abstract

Matahari department store which has innovated into the MatahariMall.com application as a digital marketing strategy to improve consumer purchasing decisions. This study aims to analyze the effect of digital marketing, goldilock effect and loyalty of purchasing decisions. This research method is quantitative with primary and secondary data sources. The data collection technique was carried out by distributing questionnaires to 100 samples taken by purposive sampling. Analysis of research data using multiple regression analysis. The results show that digital marketing has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 5,411 and a significance of 0.000 <0.05. Goldilock effect has a significant positive effect on consumer purchasing decisions as evidenced by the t-count 3.818 and a significance of 0.000 <0.05. Consumer loyalty has a significant positive effect on consumer purchasing decisions as evidenced by the t value 2.353 and a significance of 0.021 <0.05.

Keywords

Digital Marketing; Goldilock Effect; Loyalty; Purchase Decision

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Kaetza, R. V., & Purnamasari, D. (2023). Pengaruh Digital Marketing, Goldilock Effect, dan Loyalitas Pelanggan Terhadap Keputusan Pembelian Online Pengguna Aplikasi Matahari. Jurnal EMT KITA, 7(4), 839-848. https://doi.org/10.35870/emt.v7i4.1318
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 7 No. 4 (2023)

  • Section: Articles

  • Published: 2023-10-01

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Author Biographies
Rheyna Vallerina Kaetza, Universitas Dian Nuswantoro
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Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia

Devi Purnamasari, Universitas Dian Nuswantoro
Google Scholar ResearchGate ORCID

Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia

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