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Submitted
18 August 2022
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17 September 2022
Published
17 September 2022
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Abstract

Penelitian ini merupakan penelitian kuantitatif. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing yang diantara email marketing, social media marketing, dan online advertising terhadap comsumer buying decision di era pandemi Covid-19. Sampel yang digunakan pada penelitian ini sebanyak 150 responden dengan kriteria masyarakat yang berdomisili di Daerah Istimewa Yogyakarta khususnya yang pernah bertransaksi di marketplace Shopee. Data responden diperoleh dari penyebaran kuesioner yang disebar menggunakan Google Form. Teknik pengambilan sampel menggunakan teknik purposive sampling yang diolah menggunakan SPSS 26 serta telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan variabel email marketing, social media marketing, online advertising, dan comsumer buying decision. Ketiga variabel tersebut membentuk 3 hipotesis. Hasil dari penelitian ini adalah adanya pengaruh positif pada semua variabel digital marketing terhadap keputusan pembelian.

Keywords

email marketing social media marketing online advertising comsumer buying decision

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How to Cite
Pamungkas, S., & Sigit, M. . (2022). Pengaruh Digital Marketing di Era Pandemi COVID-19 terhadap Keputusan Pembelian pada Marketplace Shopee. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(4), 121–134. Retrieved from https://journal.uii.ac.id/selma/article/view/25205
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