The Effectiveness of the Use of Digital Marketing and Green Products in Improving Purchase Decisions at Mcdonald's Pancing

Stevany susilo; Elisabeth Nainggolan

doi:10.47663/ibec.v3i1.244

Authors

Stevany susilo Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Elisabeth Nainggolan Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.47663/ibec.v3i1.244

Keywords:

Digital Marketing, Green Product, Purchase Decision, Product Quality, Marketing Strategy, Market Segmentation, Targeting, Purchasing Desicions

Abstract

This study aims to find out how much digital marketing and green product influence the purchase decision at Mcdonald's Pancing. The research methodology used is a quantitative descriptive method. The population in this study is consumers of Mcdonald's Pancing. The technique for determining the number of samples used in this study is the Hair formula. The results of the analysis provide the equation Purchase Decision = 10.831 + 0.580 Digital Marketing + 0.654 Green Product + e. The results of t test on this study show that the variables of digital marketing and green product also partially have a positive and significant effect on purchasing decisions at Mcdonald's Pancing. The results of the F test also show that the independent variables (digital marketing and green product) simultaneously affect the bound variable (purchase decision). The result of the determination coefficient (R²) test showed that 56.8% of the consumer satisfaction variables were influenced by digital marketing and green products while the remaining 43.2% were influenced by other variables.

Downloads

Download data is not yet available.

References

Agustin, D. R., Kumadji, S., & Yulianto, E. (2020). The Effect Of Green Marketing On Buying Interest And Its Impact On Purchasing Decisions (Survey on Non-Member Tupperware Consumers in Malang City). Journal of Business Administration (JAB)|Vol, 22(2), 1–10. https://media.neliti.com/media/publications/85919-ID-pengaruh-green-marketing-terhadap-minat.pdf

Ambiapuri, E., Setiadi, H., & Parwitasari, N. A. (2023). Product Innovation and Digital Marketing in influencing Purchase Decisions at Teras Soreang, Bandung Regency. Ekonomis: Journal of Economics and Business, 7(1), 541. https://doi.org/10.33087/ekonomis.v7i1.1071

Anggraini, F., & Budiarti, A. (2020). The Influence of Price, Promotion, and Service Quality on Customer Loyalty Mediated by Customer Satisfaction in Gojek Consumers. Journal of Economics Education (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94

Christ, & Maryati M, D. E. (2023). The Effect of Service Quality and Product Differentiation on Motorcycle Parts Purchase Decisions in Sinar Jaya Motor Management, Economics, Accounting, Digital Business and Entrepreneurship (MEKANISDA). Accounting Economics Management …, 1(1), 1–9. https://ejurnal.mitrakreasicendekia.com/index.php/mekanisda/article/download/5/7

Gultom, P., Rezeki, S., Januarty, W., & Sutantio, A. (2024). The influence of product knowledge and customer relationship marketing on interest customer buy at PT . RHB Sekuritas Indonesia Medan. Mantik Journal 8(1).

Nainggolan, E., Gultom, P., & Manik, D. E. M. (2022). Implementation of Digital Marketing as a Business Recovery Strategy for Micro, Small and Medium Enterprises in Medan Area. In Proceeding International Business And Economics Conference (IBEC) (Vol. 1, pp. 325-334).

Nainggolan, E., Rinaldi, M., Dalimunthe, M. B., & Joventa, S. (2022). Enrichment: Journal of Management is Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) Enrichment: Journal of Management Analysis Of The Effect Of Personal Sales And Product Quality On Consumer Purchase D. Enrichment: Journal of Management, 12(2), 2431–2435.

Panggih, S., & Krisnadi, A. R. (2022). The Effect of Green Product Availability on Merchandise Product Purchase Decisions at Starbucks Food Centrum Sunter North Jakarta. Bogor Hospitality Journal, 5(2). https://doi.org/10.55882/bhj.v5i2.25

Pradiani, T. (2018). The Influence of Digital Marketing Marketing System on Increasing the Sales Volume of Home Industrial Products. Scientific Journal of Asian Business and Economics, 11(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45

Prof.Dr.Sugiyono. (2022). Quantitative, Qualitative, And R&D Research Methods (M. Dr. Ir. Sutopo. S.Pd (ed.); 2nd ed.). ALFABETA.

Rinaldi, M., Gustina, I., Lazuardi, D., & Nainggolan, E. (2022). Analysis of the Impact of Services and Consumer Trust on Consumer Loyalty in Using Services. Advances in Social Sciences Research Journal, 9(7), 787–793. https://doi.org/10.14738/assrj.97.12248

Siatama, A., Sinaga, H. D. E., & Akbar, M. A. (2023). The Influence of Price, Promotion and Marketplace on the Purchase Decision of PT Calispo Multi Utama Medan. STIE Eka Prasetya.

Sinaga, H. D. E., Gultom, P., & ... (2024). The Influence of Promotion and Brand Image on the Decision to Buy Honda Motorcycles at Pt. Indah Sakti Motorindo. Journal of Science …, 4307(1), 38–43. https://jurnal.goretanpena.com/index.php/JSSR/article/view/1710%0Ahttps://jurnal.goretanpena.com/index.php/JSSR/article/viewFile/1710/1091

Tri Handayani, N. (2012). The Effect of Product Attributes on Customer Loyalty of Green Product Honda Injection Motorcycles. Management Analysis Journal, 1(2), 120–128.

Verina, E., Yulianto, E., & Latief, W. A. (2014). Factors Influencing Purchasing Decisions At Fashion Stores On The Facebook Social Network (Survey On Fashion Store Consumers On Facebook Social Networks Located In Indonesia). Journal of Business Administration, 10(1), 1–10.