Maruta, Hendi (2023) Pengaruh Pemasaran Konvensional Dan Digital Marketing Terhadap Keputusan Pembelian Batu Alam Di Ud Menara Alam Malang. Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the influence of conventional marketing and digitalmarketing have a positive and significant effect simultaneously on natural stone purchasingdecisions. This study used quantitative research methods. The population and samplingwithdrawal in this study were all UD Menara Alam consumers for six months, namely 1,404people and sampling using the Slovin formula, which was 93 people. Data collectiontechniques using questionnaires. The analysis method used is to use multiple linearregression analysis.The results of the analysis show that conventional marketing and digitalmarketing have a significant impact simultaneously on purchasing decisions. Conventionalmarketing partially has a significant influence on purchasing decisions. Digital marketingpartially has a significant influence on purchasing decisions. The dominant influentialvariable on natural stone purchasing decisions is conventional marketing.Keywords : Conventional Marketing, Digital Marketing, Purchasing Decision

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