Pengaruh Strategi Promosi dan Event Marketing terhadap Keputusan Pembelian Toko Abrakan_Auto di eBay
DOI:
https://doi.org/10.37481/jmh.v6i3.2331Keywords:
Promotion Strategy, Event Marketing, Purchasing Decision, E-Commerce, eBayAbstract
Competition in the global e-commerce industry requires online sellers to continuously develop effective marketing strategies, including promotion strategy and event marketing, to encourage consumer purchasing decisions. This study aims to analyze the influence of promotion strategy and event marketing on purchasing decisions at Abrakan_Auto store on eBay, both partially and simultaneously. A quantitative associative-causal approach was employed, involving 117 respondents selected through random sampling using the Slovin formula from a population of 166 customers who transacted during the store's event marketing programs in the January-June 2025 period. Data were collected through online questionnaires measured on a five-point Likert scale and analyzed using multiple linear regression with SPSS version 27.0. The results show that promotion strategy has a significant positive effect on purchasing decisions (t = 3.484; sig = 0.001), and event marketing also has a significant positive effect (t = 5.483; sig = 0.000). Simultaneously, promotion strategy and event marketing significantly affect purchasing decisions (F = 22.364 > F-table 3.08; sig = 0.000), with an Adjusted R Square of 0.269, indicating that 26.9% of the variation in purchasing decisions is explained by the two variables, while the remaining 73.1% is influenced by other factors outside the model. These findings suggest that Abrakan_Auto should continue developing attractive promotional programs and innovative event marketing activities to strengthen purchasing decisions and competitiveness in the increasingly competitive digital marketplace.
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