Pengaruh Lokasi dan Digital Marketing Terhadap Keputusan Penyewaan pada Lapangan Futsal Maharani di Kecamatan Banjaran

Abstract

Competition in futsal field rental businesses has increased along with the growth of sports facilities and changes in consumer behavior in obtaining information. This study aims to analyze the effect of location and digital marketing on consumers’ rental decisions at Maharani Futsal Field in Banjaran District. The business faces competition in futsal field rentals and changes in consumer behavior, making location and digital marketing important factors to be considered. This research employs a quantitative method with descriptive and verificative approaches. The sample consists of 96 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using statistical tests with the assistance of SPSS software. The results show that location and digital marketing have a positive and significant effect on rental decisions, both partially and simultaneously. The findings also indicate that digital marketing has a more dominant influence than location in affecting consumers’ rental decisions. This study concludes that optimizing digital marketing strategies and improving location-related aspects are important factors in enhancing rental decisions and strengthening the business competitiveness of Maharani Futsal Field in Banjaran District.