PENGARUH DIGITAL MARKETING, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI PT. VALBURY ASIA FUTURES SURABAYA

(Studi Kasus Pada Pembelian Produk Investasi Emas Digital)

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing, Persepsi Harga, dan Kualitas Produk terhadap Keputusan Pembelian pada PT. Valbury Asia Futures Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Jumlah responden sebanyak 115 orang ditentukan menggunakan rumus Lemeshow dan teknik pengambilan sampel dilakukan secara non probability sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan SPSS versi 25. Analisis data dalam penelitian ini meliputi uji validitas, reliabilitas, uji asumsi klasik (uji normalitas, multikolinearitas, dan heteroskedastisitas), serta uji regresi linier berganda disertai uji t, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa Digital Marketing (t = 3,601 ; sig = 0,000), Persepsi Harga (t = 3.152 ; sig = 0.002), dan Kualitas Produk (t = 3.845; sig = 0.000) berpengaruh positif dan signifikan terhadap Keputusan Pembelian secara parsial. Selain itu, hasil uji F (F = 231.288 ; sig = 0.000) menunjukkan bahwa ketiga variabel tersebut secara simultan berpengaruh positif dan signifikan terhadap Keputusan Pembelian konsumen. Temuan ini mempertegas bahwa strategi pemasaran digital yang efektif, persepsi harga yang sesuai, serta kualitas produk yang unggul sangat penting dalam mendorong keputusan pembelian produk investasi emas digital di PT. Valbury Asia Futures Surabaya.

This study aims to determine the effect of Digital Marketing, Price Perception, and Product Quality on Purchasing Decisions at PT. Valbury Asia Futures Surabaya. This study uses a quantitative approach with a survey method. The number of respondents as many as 115 people was determined using the Lemeshow formula and the sampling technique was carried out by non probability sampling. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 25. Data analysis in this study includes validity tests, reliability tests, classical assumption tests (normality tests, multicollinearity, and heteroscedasticity), and multiple linear regression tests accompanied by t tests, F tests, and coefficients of determination. The results of this study indicate that Digital Marketing (t = 3.601; sig = 0.000), Price Perception (t = 3.152; sig = 0.002), and Product Quality (t = 3.845; sig = 0.000) have a positive and significant effect on Purchasing Decisions partially. In addition, the results of the F test (F = 231.288; sig = 0.000) indicate that the three variables simultaneously have a positive and significant effect on consumer purchasing decisions. This finding emphasizes that an effective digital marketing strategy, appropriate price perception, and superior product quality are very important in driving purchasing decisions for digital gold investment products at PT. Valbury Asia Futures Surabaya.