The Influence of Social Media, Digital Marketing, and Customer Management Systems on Purchasing Decisions at PT Primafood International
DOI:
https://doi.org/10.61536/escalate.v4i02.687Keywords:
Customer Management System, Digital Marketing, Purchasing Decision, Social MediaAbstract
The development of digital technology has transformed marketing strategies and consumer behavior, making social media, digital marketing, and customer management systems important factors in increasing purchasing decisions. This study aims to analyze the influence of social media, digital marketing, and customer management systems on purchasing decisions at PT Primafood International, Prima Fresh Food Tanjung Barangan. This research employed a quantitative approach with a causal associative research design. The population consisted of 900 customers, with a sample of 90 respondents determined using the Slovin formula and selected through simple random sampling. Data were collected through observation, questionnaires, and documentation, and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that social media, digital marketing, and customer management systems simultaneously have a positive and significant effect on purchasing decisions. Partially, all three variables also have a positive and significant effect on purchasing decisions, with digital marketing showing the most dominant influence. The coefficient of determination was 55.6%, indicating that purchasing decisions can be explained by the three independent variables, while the remaining percentage is influenced by other factors. These findings emphasize the importance of optimizing digital marketing strategies and customer relationship management to improve purchasing decisions.
Downloads
References
Abdurohim, A., Koni, A., Munawir, M., Hidayatullah, H.,Wijayanto, G., Listiyana, L & Yulianti, M. L. (2022).Customer Relationship Management Strategi Pengembangan Pelanggan.
Ahsan, H., AB, F., & Deluma, R. (2025). Peran Media Sosial Dalam Meningkatkan Pendapatan Usaha Mikro Kecil Dan Menengah (Umkm) Di Kecamatan Lasusua Kabupaten Kolaka Utara. TheJournalish: Social and Government, 6(4), 403–410.
Ardani, A. A. D. (2020). Risiko Kredit , dan Likuiditas Terhadap Profitabilitas Lembaga Perkreditan Desa ( LPD ) di Kota Denpasar. E-Journal Unmas, 398–407.
Asraini, D. (2019). Pengaruh Customer Relationship Management Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Pt. Nusantara Surya Sakti Sumbawa. Jurnal Manajemen Dan Bisnis.
Dewi, N. K. A. P., Amrita, N. D. A., Dewi, A. A. A. P., Permatasari, N. W. W. W., & Dobe, T. K. (2026). Pengaruh Media Sosial Terhadap Pembentukan Persepsi Dan Keputusan Pembelian Konsumen Generasi Z. Jurnal Satyagraha, 09(01).
Fitri, Intan Annisa. (2026). Pengaruh Sosial Media Dan Penggunaan Teknologi Informasi Terhadap Pendapatan UMKM Bandarjo Kecamatan Ungaran Semarang Jawa Tengah. Universitas Sains Dan Teknologi Komputer
Gita, A. A., & Tjiptodjojo, K. I. (2026). Pengaruh Pemasaran Media Sosial terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Mediasi. 7(4), 3131–3140.
Harsono. (2021). Bisnis Pengantar Sukses Memulai dan Mengelola Bisnis Edisi ke-2. Bagian Penerbitan Sekolah Tinggi Ilmu Ekonomi YKPN Jl. Seturan, Yogyakarta, 55281
Maharani, S. A. (2026). Peran Digital Marketing dan Perilaku Konsumen terhadap Keputusan Pembelian Produk: A Systematic Literature Review. https://doi.org/https://doi.org/10.61104/alz.v4i3.5786
Mawardi, M. K., Fanani, D., Supriono, S., & Rifky, M. (2022). Strategi Pemasaran UMKM : Membangun Brand Awareness Umkm Kuliner Melalui Digital Marketing.Deepublish.
Nasrullah, R. (2020). Media Sosial. Bandung: Simbiosa Rekatama Media
Onassis, S., Utama, T., & Sutarno. (2024). Pengaruh Customer Relationship Management (CRM) Terhadap Keputusan Pembelian. Journal of Trends Economics and Accounting Research.
Susilowati, Ika. (2022). Strategi Reliationship Marketing Selama Krisis Guna Mengembangkan Produk dan Jasa Berdasarkan Kebutuhan Pelanggan. Universitas Putra Bangsa
Zed, E. Z., Indriani, S., & Wati, S. F. (2025). Pengaruh Digital Marketing terhadap Keputusan Pembelian Konsumen di Era E-Commerce. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis. https://doi.org/https://doi.org/10.55606/jekombis.v4i1.4740
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Septa Oktarina, Ima Andriyani, Veny Mayasari, Yuni Adinda
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
