a The Impact of Online Marketing on Purchasing Decisions Which Contributes to Increasing Sales of Otobot Permata Tangerang Electric Bicycles

Abstract

In today's digital era, online media has become an effective marketing tool and has an important role in influencing consumer behavior. The purpose of this study is to explore the influence of online media marketing on purchasing decisions for electric bicycle products among the Permata Tamgerang community. This type of research is a quantitative descriptive survey with hypothesis testing. Data were collected through a survey using a questionnaire to analyze how online media marketing strategies from electric motorcycle manufacturers influence purchasing decisions. This study highlights the importance of online media as an effective marketing platform for electric motorcycle manufacturers, and suggests more innovative and interactive marketing strategies to increase sales. This study involved 100 respondents selected using a questionnaire distribution method, and data analysis was carried out using a quantitative approach. The data source comes from primary data obtained through questionnaires distributed to online electric motorcycle buyers. The results of the study show that online marketing is assessed from convenience, information, minimal appeal, recognition problems, information searches, alternative evaluations, and purchasing decisions. This shows that online marketing has a significant influence on purchasing decisions. Data analysis methods include classical assumption tests, hypothesis tests, multiple regression tests, and determination coefficient tests. The results of the study indicate that online marketing, which includes the variables Personal Relevance, Interactivity, Message, and Brand Familiarity, simultaneously has a significant influence on purchasing decisions. Partially, all variables show a positive influence on purchasing decisions. The independent variables in this study contributed 83.7% to purchasing decisions, while the remaining 16.3% was influenced by other variables not included in this model.