Pengaruh Pemasaran Digital terhadap Minat Beli Mobil Bekas pada Showroom Dwijaya Mobilindo

This study aims to analyze the Influence of Digital Marketing on Purchase Interest in Used Cars at the Dwijaya Mobilindo Showroom. This study uses a quantitative research method with a survey approach. The population in this study were 80 consumers of the Dwijaya Mobilindo Showroom for one year. The sampling technique used a saturated sampling technique, so that all members of the population were used as research samples. Data collection was carried out through distributing questionnaires with a Likert scale. The results of the determination coefficient test showed an R Square value of 0.976, which means that the digital marketing variable is able to explain the variation in purchase interest by 97.6%, while the remaining 2.4% is influenced by other factors outside the study. This value indicates that digital marketing has an important role in explaining the level of consumer purchase interest at the Dwijaya Mobilindo Showroom. The results of the model feasibility test through the F test obtained a calculated F value of 3240.307 with a significance level of <0.001. This value is smaller than 0.05, so the simple linear regression model is declared significant and suitable for use to explain the relationship between digital marketing and consumer purchasing interest. Hypothesis testing through the t test shows a calculated t value of 56.924 with a significance value of <0.001. These results indicate that digital marketing has a significant effect on the interest in buying used cars at the Dwijaya Mobilindo Showroom. In addition, the regression coefficient value of 0.652 indicates a positive direction of influence, so that an increase in the quality of digital marketing tends to be followed by an increase in consumer purchasing interest.