LEVERAGING DIGITAL MARKETING, INFLUENCER MARKETING, DISCOUNTS AND CUSTOMER EXPERIENCES FOR SLICED BEEF USA SALES IN SHERLINDO FOOD

Abstract

This study aims to determine the influence of Digital Marketing, Influencer Marketing, Discount Product, Customer Experience on Purchase Decisions. This study uses a sample of 98 respondents, the data processing collected is carried out by disseminating questionnaires through barcodes. From the results of this test, the author concludes that in terms of Digital Marketing (X1) calculation with a t-value of 2.143 with a significance of 0.035. Influencer Marketing (X2) with a t-value of 3.107 with a significance of 0.003. Discount product (X3) with a calculated t value of 3.055 with a significance of 0.003. Customer Experience (X4) with a significant 0.033. From the simultaneous test, it was determined that the influence of Digital Marketing (X1), Influencer Marketing (X2), Discount Product (X3), and Customer Experience (X4) simultaneously had a positive impact on the Purchase Decision (Y) variable with an f-value of 52.947 with a significant level of 0.000.