Pengaruh Digital Marketing, Direct Marketing, Store Atmosphere terhadap Keputusan Pembelian di Pobi Store Bireuen

Abstract

This research was conducted to evaluate and verify the magnitude of the exogenous impacts of digital marketing, direct marketing, and store atmosphere on consumer purchasing decision dynamics at Pobi Store Bireuen. A quantitative research design was implemented using multiple linear regression analysis (via SPSS) on a sample of 96 respondents. Partial test results demonstrate that digital marketing makes a positive and significant contribution to purchasing decisions (t-calculated = 4.992 > t-table = 1.662; p = 0.000). Similarly, direct marketing was confirmed to exert a positive and significant influence (t-calculated = 5.274 > t-table = 1.662; p = 0.000), followed by the store atmosphere variable, which also positively and significantly drove an increase in purchasing decisions (t-calculated = 4.191 > t-table = 1.662; p = 0.000). In the simultaneous analysis, statistical estimates confirmed that the three predictor constructs collectively exerted a significant influence on the criterion variable (F-calculated = 22.343; p = 0.000). The correlation coefficient (R = 0.649) reflects a strong linear relationship, while the coefficient of determination (R² = 0.421) indicates an explanatory power of 42.1% regarding the variability of purchasing decisions; the remaining 57.9% of the variance is attributed to exogenous factors outside the scope of this statistical model.