Analisis Strategi Pemasaran Melalui E-Marketing dan Variasi Produk terhadap Keputusan Pembelian Konsumen di Toko Cahaya Rasa

Abstract

Marketing and product variations on consumer purchase decisions at Cahaya Rasa stores. E-marketing has become an essential element in modern marketing strategies, while product variations have the potential to influence consumer preferences and purchasing decisions. This research method involves a quantitative approach with data collection through a survey of a sample of Cahaya Rasa store consumers. The collected data will be analyzed using statistical techniques such as multiple linear regression analysis to identify the relationship between independent variables (e-marketing strategies and product variation) and dependent variables (consumer purchasing decisions). The population of this study is 120 consumers who shop at Cahaya Rasa stores.  The sample was determined by the Slovin formula with a margin of error of 5% obtained by 60 respondents. This research is expected to provide insight into the extent of the influence of marketing strategies through e-marketing and product variations on consumer purchase decisions. The results of the analysis show that marketing strategy has a significant influence on purchase decisions, e-marketing has a significant influence on purchase decisions, product variations do not have a significant influence on purchase decisions.