Maximizing Purchasing Decisions Through Whatsapp Digital Marketing and Promotion

Humairoh; Denissabilla Rachma Putri; Tri  Endi Ardiansyah; Mohammad Annas

doi:10.98765/apjbet.v3i04.189

Humairoh Universitas Muhammadiyah Tangerang
Denissabilla Rachma Putri Universitas Muhammadiyah Tangerang
Tri Endi Ardiansyah Universitas Muhammadiyah Tangerang
Mohammad Annas Universitas Multimedia Nusantara

DOI: https://doi.org/10.98765/apjbet.v3i04.189

Keywords: Whatsapp Digital Marketing, Promotion, Purchasing decisions

Abstract

This study aims to determine the effect of Whatsapp digital marketing and promotions on consumer purchasing decisions for Rabbani products, either partially or simultaneously. The approach used in this research is causal research. The sample consisted of 100 consumers of Rabbani products in Tangerang City, Banten Province. The sampling technique used was purposive sampling. The data collection method was carried out using a questionnaire instrument with a Likert Summated Rating (LSR). The data analysis method was processed using SPSS Version 27. The results showed that Whatsapp digital marketing and promotions had a positive and significant effect on purchasing decisions both partially and simultaneously. The effect of promotion is higher than the WhatsApp digital marketing variable on consumer purchasing decisions for Rabbani products. Suggestions for management implications for Rabbani marketers are to further improve promotions via Whatsapp with more attractive advertisements and complete and clear information so that consumers are interested in buying Rabbani products.