Influence of digital marketing and product quality on decision to purchase cement at PT. Semen Baturaja (Persero), Tbk

Kartha Kurniadi; Zakaria Wahab; Marlina Widiyanti; Mohamad Adam

doi:10.31295/ijbem.v4n2.1716

Authors

Kartha Kurniadi
karthaop@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Mohamad Adam Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

digital marketing, product quality, purchasing decisions, Semen Baturaja

Abstract

The study aimed to determine the effect of digital marketing and the quality of cement products on the purchasing decision at PT. Semen Balfour (Persero), Tbk. The population in this study are all consumers who purchase Baturaja cement from January to June 2021 in the South Sumatra region, whose number is unknown and can be said to be in the infinite category. The sample used in this study was 180 respondents who purchased Semen Baturaja from January 2021 to June 2021 in the South Sumatra region with the following technique: sample determination using a purposive random sampling technique. The results of multiple linear analysis showed that marketing digital positive and significant impact on purchasing decisions of cement in PT Semen Balfour (Persero), Tbk. Quality of products and a significant favorable influence on purchasing decisions of cement in PT. Semen Balfour (Persero), Tbk. On the digital marketing variable, it is expected to be able to carry out routine and periodic website maintenance because there are problems with the search engine assistance on the Baturaja cement website is accessed. The product quality variable is expected to provide more up-to-date product designs and more attractive Baturaja cement products.

Downloads

Download data is not yet available.

References

Andriawan, A., & Tan, W. (2021). Analisis Perbandingan Beton Pracetak Prategang Dengan Beton Konvensional Ditinjau Dari Aspek Biaya Dan Waktu (Studi Kasus: Rumah Tinggal 2 Lantai Perumahan Permata River View). Jurnal Kacapuri: Jurnal Keilmuan Teknik Sipil, 4(1), 190-200.

Auger, P., Devinney, T. M., Louviere, J. J., & Burke, P. F. (2010). The importance of social product attributes in consumer purchasing decisions: A multi-country comparative study. International Business Review, 19(2), 140-159. https://doi.org/10.1016/j.ibusrev.2009.10.002

Azzadina, I., Huda, A. N., & Sianipar, C. P. M. (2012). Understanding relationship between personality types, Marketing-mix factors, and purchasing decisions. Procedia-Social and Behavioral Sciences, 65, 352-357. https://doi.org/10.1016/j.sbspro.2012.11.133

Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Chao, P. (1998). Impact of country-of-origin dimensions on product quality and design quality perceptions. Journal of Business research, 42(1), 1-6. https://doi.org/10.1016/S0148-2963(97)00129-X

Demirtas, E. A., & Ustun, O. (2009). Analytic network process and multi-period goal programming integration in purchasing decisions. Computers & Industrial Engineering, 56(2), 677-690. https://doi.org/10.1016/j.cie.2006.12.006

Dewi, N. P. R. C. (2020). Digital marketing strategy on travel tourism businesses in marketing 4.0 era. International Research Journal of Management, IT and Social Sciences, 7(3), 58-64.

Gama, A. W. S., Rustiarini, N. W., & Anggraini, N. P. N. (2018). Imaging and Purchasing Decision in Traditional Art Market. International research journal of management, IT and social sciences, 5(2), 175-185.

Gaspersz, V. (2008). Total quality control. Jakarta: PT. Gramedia Pustaka Utama.

Hallak, J. C. (2006). Product quality and the direction of trade. Journal of international Economics, 68(1), 238-265. https://doi.org/10.1016/j.jinteco.2005.04.001

Insch, G. S., & McBride, J. B. (2004). The impact of country-of-origin cues on consumer perceptions of product quality: A binational test of the decomposed country-of-origin construct. Journal of business research, 57(3), 256-265. https://doi.org/10.1016/S0148-2963(02)00323-5

Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127. https://doi.org/10.1016/j.indmarman.2015.04.009

Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.

Kotler, P., Armstrong, G., Ancarani, FG, & Costabile, M. (2015). Marketing principles. Pearson Italy.

Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195. https://doi.org/10.1016/j.jbusres.2021.03.061

Leal, G. P. A., Hor-Meyll, L. F., & de Paula Pessôa, L. A. G. (2014). Influence of virtual communities in purchasing decisions: The participants' perspective. Journal of Business Research, 67(5), 882-890. https://doi.org/10.1016/j.jbusres.2013.07.007

Ryan, D., & Jones, C. (2009). Digital marketing: Marketing strategies for engaging the digital generation. London and Philedelphia: Kogan page Ltd.

Saura, J. R. (2020). Using data sciences in digital marketing: framework, methods, and performance metrics. Journal of Innovation & Knowledge. https://doi.org/10.1016/j.jik.2020.08.001

Suryahadi, A., Al Izzati, R., & Suryadarma, D. (2020). Estimating the impact of covid-19 on poverty in Indonesia. Bulletin of Indonesian Economic Studies, 56(2), 175-192.

Wulandari, D. (2020). Ini Upaya Semen Baturaja (SMBR) Mendongkrak Laba.