SMART DIGITAL MARKETING DAN PERILAKU KONSUMEN MENCIPTAKAN KEPUTUSAN PEMBELIAN MELALUI NIAT BELI
DOI:
https://doi.org/10.32897/techno.2023.16.2.2852Abstract
Perkembangan teknologi informasi dan komunikasi yang semakin berkembang, menyebabkan perubahan sosial, ekonomi dan budaya secara signifikan berlangsung demikian cepat, bisnis dituntut untuk lebih mampu memanfaatkan teknologi sesuai dengan fungsinya. Digital marketing dikalangan mahasiwa di Bandung sudah merupakan alat untuk melakukan bisnis, baik sebagai konsumen maupun sebagai pelaku bisnis. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh smart digital marketing content dan perilaku konsumen dalam menciptakan keputusan pembelian melalui niat beli kalangan mahasiswa Bandung. Responden adalah sebanyak dua ratus orang mahasiswa. Teknik sampling yang digunakan adalah probability sampling dengan menggunakan metode accidental sampling. Kepada para responden diberikan tiga puluh pertanyaan tertutup. Path analisys digunakan sebagai alat analisis dalam penelitian ini. Hasil penelitian menunjukkan bahwa Minat beli tidak memediasi pengaruh tidak langsung smart digital marketing content terhadap keputusan pembelian, sementara minat beli memediasi pengaruh tidak langsung perilaku konsumen terhadap keputusan pembelian, smart digital marketing content dan perilaku konsumen mempunyai pengaruh terhadap minat beli baik secara parsial maupun simultan, demikian juga smart digital marketing content dan perilaku konsumen mempunyai pengaruh terhadap keputusan pembelian baik secara parsial maupun simultan
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