LISA, NUR FAJRIATI (2025) PENGARUH PENGGUNAAN DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TANAMAN AGLONEMA (Suatu Kasus pada Toko Bumi Flora 80 Cipondoh, Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study investigates the influence of digital marketing and product quality on purchasing decisions of Aglonema ornamental plants at Bumi Flora 80, a plant shop located in Cipondoh District, Tangerang City. The research is driven by the growing trend of consumers utilizing digital platforms before making purchase decisions, especially for aesthetic and collectible products like ornamental plants. The research was conducted in 2025 using a quantitative method. Primary data were collected through questionnaires distributed to 97 respondents who had previously purchased Aglonema plants from Bumi Flora 80, either online, offline, or both. The data were analyzed using SPSS version 26 with several statistical tests, including validity and reliability tests, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, partial t-test, simultaneous F-test, and the coefficient of determination (R²). The results showed that both digital marketing (t = 3.669 > 1.985) and product quality (t = 5.301 > 1.985) have a positive and significant effect on purchasing decisions. Furthermore, the simultaneous test revealed that digital marketing and product quality together significantly influence purchasing decisions (F = 52.232 > 3.09). These findings suggest that both factors play an essential role in shaping consumer decisions, with digital marketing serving as an initial trigger through online exposure and product quality confirming the consumer’s final decision to purchase.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini mengkaji pengaruh pemasaran digital dan kualitas produk terhadap keputusan pembelian tanaman hias Aglonema pada Toko Bumi Flora 80 yang berlokasi di Kecamatan Cipondoh, Kota Tangerang. Penelitian ini didorong oleh tren yang semakin meningkat di mana konsumen memanfaatkan platform digital sebelum mengambil keputusan pembelian, khususnya untuk produk estetik dan koleksi seperti tanaman hias. Penelitian dilakukan pada tahun 2025 dengan menggunakan metode kuantitatif. Data primer dikumpulkan melalui kuesioner yang disebarkan kepada 97 responden yang sebelumnya telah membeli tanaman Aglonema dari Bumi Flora 80, baik secara online, offline, maupun keduanya. Data dianalisis menggunakan SPSS versi 26 dengan beberapa uji statistik, antara lain uji validitas dan reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, analisis regresi linear berganda, uji t parsial, uji F simultan, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa baik pemasaran digital (t = 3,669 > 1,985) maupun kualitas produk (t = 5,301 > 1,985) berpengaruh positif dan signifikan terhadap keputusan pembelian. Lebih lanjut, uji simultan menunjukkan bahwa pemasaran digital dan kualitas produk secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian (F = 52,232 > 3,09). Temuan ini mengindikasikan bahwa kedua faktor tersebut berperan penting dalam membentuk keputusan konsumen, di mana pemasaran digital berfungsi sebagai pemicu awal melalui eksposur online, sementara kualitas produk menjadi penentu akhir keputusan konsumen untuk membeli. | |||||||||
| Uncontrolled Keywords: | digital marketing, product quality, purchasing decision, Aglonema. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | NUR FAJRIATI LISA | |||||||||
| Date Deposited: | 22 Sep 2025 06:06 | |||||||||
| Last Modified: | 22 Sep 2025 06:06 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54794 |
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