PENGARUH DIGITAL MARKETING DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI FRESCO SUSU PADA MASYARAKAT KOTA SAMARINDA

Abstract

The increasingly rapid competition in the packaged beverage industry in Indonesia forces companies to use various strategies to compete in the business world, so that they can survive and not lose out to other companies. Companies must prepare various strategies to face and defeat competitors who also have their own advantages. The strategies that companies can use are digital marketing strategies and product design. The objectives of this research are: 1) To determine and analyze the influence digital marketing on the decision to purchase Fresco Susu. 2) To find out and analyze the influence of product design on the purchase decision of Fresco Susu. 3) To know and analyze the influence digital marketing and product design together on purchasing decisions for Fresco Susu.

This research was conducted only on Fresco Susu consumers in the city of Samarinda, where this research was conducted from March 2024 - April 2024. The samples taken were 96 respondents using the purposive sampling. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) Digital marketing has a significant influence on purchasing decisions for Fresco Susu. 2) Product design has a significant influence on purchasing decisions for Fresco Susu. 3)Digital marketing and product design together have a significant influence on purchasing decisions for Fresco Susu.