Pengaruh Strategi Pemasaran terhadap Keputusan Pembelian Internet WiFi pada PT. Sabila Jaya Informatika

Abstract

The rapid development of information technology has led to an increasing public demand for internet services, resulting in increasingly fierce competition among service providers. Under these conditions, PT. Sabila Jaya Informatika is required to have an effective marketing strategy to attract consumer interest and increase the number of customers. This study used a quantitative method with a descriptive and verification approach. The population in this study was all consumers of PT. Sabila Jaya Informatika's WiFi internet service, totaling 90 respondents. The sampling technique used the Slovin formula, with data collection through questionnaires distributed to respondents. The variables in this study consisted of marketing strategy as the independent variable and purchasing decisions as the dependent variable.          Data analysis was performed using validity tests, reliability tests, and simple linear regression analysis.The results of the study showed that all research instruments were valid and reliable. The results of the hypothesis test showed a calculated t-value of 18.810, which was greater than the t-table of 1.987, with a significance value of 0.000 <0.05. Therefore, H₀ was rejected and H₁ was accepted. The regression equation obtained is Y = 3.155 + 1.180X, indicating that each increase in marketing strategy will increase purchasing decisions. The coefficient of determination (R²) is 89.5%, meaning that marketing strategy contributes 89.5% to purchasing decisions, while other factors outside the study influence the remaining 10.5%. Therefore, marketing strategy significantly influences WiFi internet purchasing decisions at PT Sabila Jaya Informatika.