PENGARUH PEMASARAN DIGITAL, PRODUCT INNOVATION, KOLABORASI BRAND DAN  ULASAN PELANGGAN ONLINE TERHADAP PURCHASING DECISION SEPATU AEROSTREET

Faiz daroini; Irmayanti Hasan

doi:10.35906/equili.v12i2.1534

PENGARUH PEMASARAN DIGITAL, PRODUCT INNOVATION, KOLABORASI BRAND DAN ULASAN PELANGGAN ONLINE TERHADAP PURCHASING DECISION SEPATU AEROSTREET

Faiz daroini, Irmayanti Hasan

Abstract

Abstrak

Strategi pemasaran aerostreet yang meliputi pemasaran digital, product innovation, kolaborasi brand dan ulasan pelanggan online diragukan untuk mempengaruhi purchasing decision karena pada penelitian terdahulu terdapat hasil penelitian yang memiliki hasil berbeda sehingga Penelitian ini bertujuan mengamati mahasiswa Universitas Negeri di Kota Malang untuk mengetahui apakah ulasan pelanggan online, product inovation, kolaborasi brand, dan pemasaran digital memiliki pengaruh gabungan atau terpisah terhadap purchasing decision untuk membeli sepatu Aerostreet. Penelitian kuantitatif digunakan dalam penelitian ini. jumlah sampel 125 responden, accidental sampling merupakan pendekatan sampling yang digunakan dalam penelitian ini. Survei digunakan sebagai alat penelitian, dengan menggunakan analisis regresi linier berganda, validitas, reliabilitas, normalitas, heteroskedastisitas, multikolinearitas, dan pengujian hipotesis untuk mengolah data. Hasil penelitian ini menegaskan product inovation, kolaborasi brand, dan ulasan pelanggan online semuanya memiliki pengaruh positif dan signifikan terhadap proses purchasing decision konsumen. Pemasaran digital, di sisi lain, memiliki dampak negatif dan tidak signifikan pada proses ini. Selain itu, faktor kolaborasi brand, ulasan pelanggan online, pemasaran digital, dan product inovation semuanya memiliki dampak positif dan signifikan terhadap purchasing decision. kolaborasi brand memberikan efek paling besar di antara semua faktor independen yang memengaruhi purchasing decision konsumen.

Kata Kunci: Pemasaran Digital, Product Inovation, Kolaborasi Brand, Ulasan Pelanggan Online, Pruchasing Decisions.

Abstract

This study's difficulty lies in determining whether online customer reviews, digital marketing, product innovation, co- branding, and product innovation all had an impact on Aerostreet Shoes' purchase decision (Study on State University Students in Malang City). This study (Studies on State University Students in Malang City) sought to ascertain whether digital marketing, product innovation, co-branding, and online customer reviews had a partial or simultaneous impact on Aerostreet Shoes purchase decisions. This study utilized a quantitative kind, the testing strategy utilized in this review was coincidental examining with an example of 125 respondents. The questionnaire that served as the research instrument was used to collect the data, which was then analyzed for validity, reliability, normality, heteroscedasticity, multicollinearity, and hypothesis testing. Lastly, this study used multiple linear regression to determine that online customer reviews, co- branding, and digital marketing all have a positive and significant impact on purchasing decisions. Product innovation has a positive and not significant impact on purchasing decisions, while co-branding has a positive and not significant impact. Digital marketing, product innovation, co-branding, and online customer reviews all have a positive impact on purchasing decisions simultaneously. Furthermore, of the multitude of free factors that impact buying choices, Co- Branding has the most predominant impact.

Keywords: Digital Marketing, Product Innovation, Co-Branding, Online Customer Reviews, Purchasing Decisions.

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References

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