THE EFFECTS OF POSITIONING AND ONLINE MARKETING ON CONSUMER PURCHASING DECISION IN COFFEE SHOPS IN GORONTALO

Sapril Soleman, Amir Halid, Abd Rahman Pakaya

Abstract


This research aims at analyzing (1) the effect of positioning strategy on consumer purchasing decisions, (2) the effect of online marketing on consumer purchasing decisions, (3) the effect of positioning strategy and online marketing on consumer purchasing decisions. This research was a quantitative study. The data sources were related agencies, and the primary data were the result of questionnaires distributed to coffee shop consumers in Gorontalo. The sampling method used was accidental sampling with 100 respondents. The data tool was multiple linear regression analysis. The results showed that (1) the positioning variable partially affected consumer purchasing decisions, with a t-value of 7.709 and a significance level of 0.000, (2) the online marketing variable partially affected consumer purchasing decisions, with a t-count of -5.997 and a significance level of 0.000, and (3) the positioning and online marketing variables together had a significant effect on consumer purchasing decisions, with a significance level of 0.000 which was less than the alpha value of 5% and the F-value of 230.610. the coffee shop business in Gorontalo did not have strong characteristics as consumers perceived similarities between the discussed coffee shops and conventional ones.

 


Keywords


Coffee Shop, Positioning, Digital Marketing, Consumer Purchasing Decision

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