Pengaruh Internet Marketing Terhadap Keputusan Pembelian De Klapper Pie Pekanbaru

Adhima, Yaiza Yasha (2021) Pengaruh Internet Marketing Terhadap Keputusan Pembelian De Klapper Pie Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In this study, using two variables, namely internet marketing as the independent variable (X) and purchase decision as the dependent variable (Y). This research was conducted with the influence of internet marketing on the purchase decision of De Klapper Pie Pekanbaru. The data used in this study are primary data collected through a questionnaire. The hypothesis of this study is that there is an influence of the influence of internet marketing on the purchase decision of De Klapper Pie Pekanbaru. To determine the effect of these variables used simple linear regression, confirmation, coefficient of determination and hypothesis testing (t test) using SPSS. Based on the analysis using the simple linear regression statistical method Y = 77,503 + 0,233X which shows that the effect of internet marketing (X) on purchasing decisions is positive. Furthermore, the results obtained without certainty evidence of both internet marketing variables and purchasing decisions are 0.793 with a positive direction of relationship and in a strong and significant level of relationship. Furthermore, the results of hypothesis testing, the t test is 12,901 with sig 0,000. obtained t table of 1.98447 in other words t count is greater than T table (12.901> 1.98447). So it can be denied by Ho is rejected and Ha accepted, or it can be interpreted that internet marketing has an effect on purchasing decisions or there is a positive and significant influence between internet marketing on the purchase decision of De Klapper Pie Pekanbaru. The coefficient of determination is 0.629 (62.9%), which means that internet marketing has an effect of 62.9% on purchasing decisions and by 37.1% is effected by other factors.

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