STRATEGI DIGITAL MARKETING TERHADAP KEUNGGULAN BERSAING HOME INDUSTRI DIWILAYAH KOTA PEMATANG SIANTAR
Main Article Content
Arliansyah
Jopinus Saragih
Debi Eka Putri
Hendri Mayanta Tarigan
Ben Setiawan
Penelitian ini bertujuan untuk mengetahui Strategi Digital Marketing Terhadap Keunggulan Bersaing Home Industri Diwilayah Kota Pematang Siantar. Peneliti menggunakan explanatory research yaitu metode penelitian yang bermaksud menjelaskan kedudukan variabel-variabel yang diteliti serta pengaruh antara variabel satu dengan variabel lainnya. Penelitian ini merupakan jenis penelitian pengembangan dari penelitian sebelumnya. Penelitian ini mengunakan teknik purposive sampling adalah teknik penentuan sampel dengan pertimbangan tertentu. Alat analisis yang digunakan dalam penelitian ini adalah analisis regresi linier berganda bermaksud meramalkan bagaimana keadaan (naik turunnya) variabel dependen (kriterium), bila dua atau lebih variabel independen sebagai faktor prediator dimanipulasi (dinaik turunkan nilainya). Hasil Penelitian ini menunjukkan variabel Produk (X1) tidak berpengaruh signifikan terhadap Keputusan Pembelian (Y), variabel Harga (X2) berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y), variabel Place (X3) berpengaruh positif dan signifikan terhadap variabel Keputusan Pembelian (Y), variabel Promotion (X4) tidak berpengaruh terhadap variabel Keputusan Pembelian (Y), variabel People (X5) berpengaruh terhadap variabel Keputusan Pembelian (Y), variabel Proses (X6) tidak berpengaruh terhadap variabel Keputusan Pembelian (Y) dan variabel Lingkungan (X7) tidak berpengaruh terhadap variabel Keputusan Pembelian (Y).
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