Analisis Pengaruh Pemasaran Online dan Desain Produk terhadap Keputusan Pembelian Produk Scarlett Whitening
(Survei pada Konsumen RW.03 Mampang, Depok)
Abstract
Tujuan penelitian ini: (1) untuk mengetahui pengaruh pemasaran online pada Scarlett Whitening, (2) untuk mengetahui desain produk pada Scarlett Whitening, (3) untuk mengetahui pengaruh pemasaran online dan desain produk terhadap keputusan pembelian produk Scarlett Whitening. Hasil analisis regresi linier berganda didapat nilai 0,217 artinya bahwa setiap penambahan 1 kali dari pemasaran online dapat meningkatkan keputusan pembelian sebesar 0,217. Dan nilai t-hitung (2.807 > t-tabel (1.991), maka Ho ditolak dan H1 diterima. Hasil regresi linier berganda didapat nilai 0,297 artinya bahwa setiap penambahan 1 kali dari desain produk dapat meningkatkan keputusan pembelian sebesar 0,297. nilai t-hitung (5.541) > t-tabel (1.991), maka Ho ditolak dan H2 diterima. Nilai f-hitung sebesar 29.340 dan nilai f-tabel 3,11. sehingga nilai f-hitung (29.340) > f-tabel (3,11) dengan nilai signifikan sebesar 0,000 < 0,05. Dan hasil koefisien korelasi sebesar 0,658 artinya mempunyai hubungan yang kuat dan positif. Kemudian besarnya pengaruh koefisien determinasi 43,2% Sedangkan sisanya 56,8% dipengaruhi oleh faktor lainnya.
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