ANALISIS STRATEGI PEMASARAN MELALUI E-MARKETING DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO CAHAYA RASA

Abstract

This study aims to analyze the impact of marketing strategies through e-marketing and

product variations on consumer purchasing decisions at Cahaya Rasa stores. E- marketing has become an important element in modern marketing strategies, whereas

product variations have the potential to influence consumer preferences and purchasing decisions. Toko Cahaya Rasa was chosen as the research location due to its popularity in offering a wide array of food and beverage products. This research method involves a quantitative approach by collecting data through a survey of a sample of Cahaya Rasa store consumers. The collected data will be analyzed using statistical techniques such as regression analysis to identify the relationship between the independent variable (e-marketing strategy and product variation) and the dependent variable (consumer purchase decision). The population of this study is Consumers in Cahaya Rasa store with the number of respondents as many as 60. This research is expected to

provide insight into the extent of the influence of marketing strategies through e- marketing and product variations on consumer purchasing decisions. The practical

implications of this research could help Light Rasa store owners and businesses similar to better understand the factors influencing consumers' purchasing decisions and optimize their marketing strategies. The results of the analysis show that: 1.Marketing strategy has a significant influence on purchasing decisions.2.E-Marketing has a significant influence on purchasing decisions3. Product variety does not have a significant influence on purchasing decisions. The results of this study are. (1) there is an influence of marketing strategy on purchasing decisions, the results are obtained from a significance value of more than 0.05, a significance value of 0.290 (2) There is an influence of E-Marketing on purchasing decisions, The results were obtained tcalculate > ttable with a real level of 5% so that 4.379 > (3) there is no influence of product variation on purchasing decisions, the result is obtained from the significance valueless than 0.05