Pengaruh Digital Marketing dan Customer Engagement terhadap Keputusan Pembelian pada Penjualan di Showroom CV Roda Mitra Lestari

Fernando, Maikel Agus (2025) Pengaruh Digital Marketing dan Customer Engagement terhadap Keputusan Pembelian pada Penjualan di Showroom CV Roda Mitra Lestari. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the effect of digital marketing and customer engagement on purchase decisions among consumers of CV Roda Mitra Lestari in Bekasi City. The population of this study consists of consumers who have purchased Honda motorcycles at the CV Roda Mitra Lestari showroom, cumulative total, with certain criteria limitations, namely consumers who have made a purchase and are aged between 18–45 years or older than 45 years, as well as having experience using the services or products from the showroom. The sample size used is 100 respondents, determined using Slovin's formula with a purposive sampling method. Data processing is performed using SPSS version 26. The research results show that the digital marketing variable has a positive and significant effect on purchase decisions. The customer engagement variable also shows a positive and significant effect on purchase decisions. Simultaneously, both variables have a significant effect on purchase decisions. The independent variable that most dominantly influences purchase decisions is customer engagement, with the highest beta value and a significance value < 0.05. The coefficient of determination shows that the contribution of both variables to purchase decisions which is 63%.

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