Pengaruh Digital Marketing Dan Kualitas Layanan Terhadap Keputusan Pembelian Tiket pada Bioskop Kota Cinema Mall (KCM) Jatiasih
DOI:
https://doi.org/10.63822/mdd9z520Keywords:
Digital marketing, Service quality, Purchasing decisionsAbstract
Amidst competition in the entertainment industry, the implementation of digital marketing and service quality serves as a crucial strategy for driving consumer purchasing decisions. This study aims to analyze the impact of digital marketing (X1) and service quality (X2) on ticket purchasing decisions (Y) at the Kota Cinema Mall (KCM) Jatiasih cinema. A quantitative research method was employed, utilizing Likert-scale questionnaires distributed to 100 respondents selected through purposive sampling and the Lemeshow formula. Data analysis was conducted using multiple linear regression with the aid of SPSS version 27, encompassing data quality tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination test. The research results indicate that digital marketing has a positive and significant effect on purchasing decisions (calculated t-value of 11.909 > t-table of 1.984, with a significance value of (0.000 < 0.05)). Service quality also has a positive and significant effect on purchasing decisions, evidenced by a calculated t-value of 8.047 > t-table of 1.984 and a significance value of 0.000 < 0.05. Simultaneously, digital marketing and service quality have a significant influence on purchasing decisions, as indicated by a calculated F-value of 107.631, which exceeds the F-table value of 3.09, with a significance value of 0.000 < 0.05.
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