ANALISIS PENGARUH DIGITAL MARKETING, CROSS SELLING DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN DI TOKO MIRASA MADIUN

This study aims to analyze the effect of digital marketing, cross-selling, and taglines on consumer purchase decisions at Mirasa Madiun Store. A quantitative approach with explanatory research was employed, and data were collected through questionnaires distributed to 170 respondents who had made purchases and were exposed to Mirasa Madiun’s digital promotions. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 software. The results indicate that digital marketing, cross-selling, and taglines have a positive and significant effect on purchase decisions. Among these variables, cross-selling has the strongest influence, followed by digital marketing and taglines. These findings suggest that an integrated marketing strategy combining digital promotion, complementary product offerings, and effective brand communication can enhance consumer purchase decisions.
Keywords: Digital Marketing, Cross-Selling, Tagline, Purchase Decision, Consumer Behavior