Abstract
This study aims to analyze the influence of digital marketing and discounts on Qpon purchase decisions at coffee shops in Medan Sunggal District. A quantitative method with a causal-associative approach was employed to examine the relationship between the research variables. The population consisted of Qpon users who purchased products at coffee shops in Medan Sunggal District. Using purposive sampling, 100 respondents were selected. Primary data were collected through questionnaires distributed directly to the respondents. The partial test results show that digital marketing has a positive and significant effect on purchase decisions. Discounts also have a positive and significant effect on purchase decisions. Simultaneous testing indicates that digital marketing and discounts jointly have a positive and significant influence on Qpon purchase decisions. The coefficient of determination (Adjusted R Square) is 0.404, indicating that digital marketing (X₁) and discounts (X₂) explain 40.4% of the variation in purchase decisions (Y), while the remaining 59.6% is explained by other variables outside the scope of this study.
How to Cite
| Issue | Vol. 5 No. 2 (2026) |
| Section | Articles |
| DOI | 10.58477/ebima.v5i2.612 |
| Publication Date | 2026-12-30 |
| Pages | 144-154 |
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This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.