PENGARUH FAKTOR BUDAYA DAN DIGITAL MARKETING TERHAHAP KEPUTUSAN PEMBELIAN WAYANG KULIT DI KAMPUNG WAYANG DESA KEPUHSARI MANYARAN WONOGIRI

Abstract

The purpose of this study was to determine the influence of cultural factors and digital
marketing on purchasing decisions for shadow puppets in Wayang Village, Kepuhsari
Manyaran Wonogiri. This research is a quantitative research. The sampling technique used
is purposive sampling, with a sample of 100 respondents from consumers or people who
have bought leather puppets in Wayang Village. Primary data obtained from
questionnaires that have been distributed via google form. The analysis technique used is
validity test, reliability test, descriptive analysis, multiple linear regression, F test, t test,
and determination test (R2). Based on the F test and t test, the results obtained were that
the variable cultural factors and digital marketing partially or simultaneously had a
positive and significant effect on the purchasing decision of shadow puppet in Wayang
Village. In this study, the coefficient of determination (R2) was obtained at 0.430. This
shows that 43% of the decision to purchase shadow puppets in Wayang Village is
influenced by variations in the two independent variables, namely cultural factors and
digital marketing. While the remaining 57% is influenced by other variables not examined
in this study.