Pengaruh Digital Marketing Dan Ragam Produk Terhadap Keputusan Pembelian Pada Pengguna E-Commerce Shopee Di Kota Pangkalpinang

Abstract

This research was motivated by the phenomenon of the digital-based marketing media development and the variety of products sold through digital marketing that have changed the people perspective especially those who are getting used to shopping online. This study aims to analyse and determine the effect of digital marketing and product variety on purchasing decisions for Shopee e-commerce users in Pangkalpinang City.

This research approach is a quantitative descriptive analysis a sample of 160 respondents. The sampling technique used probability sampling method with proportional random sampling technique. The analysis model used is multiple linear regression analysis.

Based on the results of the study, digital marketing research had a positive and significant effect on purchasing decisions, product variety had a positive and significant effect on purchasing decisions, and simultaneous test results of digital marketing and product variety together had a positive and significant effect on purchasing decisions for Shopee e-commerce users in pangkalpinang city. while the results of the analysis determination of the coefficients show the value of R Square (R²) is 0.413 or 41.3%. this means that the variation in the purchasing decisions variable is explained by digital marketing variables and product variety of 41,3% and the other variable, which is 58,7%, is explained through external variables of this study