KEPUTUSAN PEMBELIAN DI ERA DIGITAL: KOMBINASI DIGITAL MARKETING INSTAGRAM DAN HARGA DALAM MENARIK KONSUMEN

Abstract

The purpose of this study was to explain and analyze the effect of Digital Marketing (X1), Price (X2), Instagram Social Media Advertising (X3) on Purchasing Decisions (Y). Data collection was carried out by distributing questionnaires via google form to 100 employees at Scarlett Whitening. The data processing technique uses Structural Equation Modeling (SEM) analysis with the help of SmartPLS. The results of hypothesis testing in this study explain that digital marketing has no effect on purchasing decisions, meaning that digital marketing content is less attractive, not targeted, or irrelevant. Likewise, price has an effect on purchasing decisions, meaning that pricing must consider the purchasing power of the target market, product position (premium or mass), and competitor prices. Instagram social media advertising has an effect on purchasing decisions, meaning that Instagram is an effective promotional medium if used with the right content strategy. Regarding the results obtained with all its limitations, the suggestions that can be given to future researchers are to add other independent variables that have not been used in this study, it can also be done by increasing the number of samples or researching on different types of companies, so that this research can develop and find out the magnitude of other factors that can affect employee job satisfaction