Analysis Of The Influence Of Digital Marketing And Product Quality On Purchasing Decisions For 3second Products
DOI:
https://doi.org/10.51804/iej.v5i2.12230Kata Kunci:
Digital Marketing, Product Quality, Purchase DecisionAbstrak
The purpose of this study was used to analyse whether digital marketing and product quality can influence consumer purchasing decisions on 3Second products in Solo Raya. This research is a quantitative study with non-probability sampling techniques with purposive sam-pling method where in this study not all members in the population can be used as samples, but there are several criteria used so that someone can be used as a sample. The number of samples in this study were 75 respondents. The results in this study indicate that digital marketing has no influence on consumer purchasing decisions, while product quality has a positive and significant influence on consumer purchasing decisions. It can be concluded that to increase the number of purchases, product quality must be improved while the digital marketing strategy must be done as attractively as possible so that it has an impact on consumer purchasing decisions.
Referensi
Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019). THE INFLUENCE OF PRODUCTS AND PRO-MOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION. JURNAL APLIKASI MANAJEMEN, 17(1), 152–161. https://doi.org/10.21776/ub.jam.2019.017.01.17
Al-azzam, A. F., & Al-mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Deci-sions : A Case Study in Jordan. The Journal of Asian Finance …, 8(5), 455–463. https://doi.org/10.13106/jafeb.2021.vol8.no5.0455
Albari, A. (2019). The Influence of Product Quality, Service Quality and Price on Customer Satisfac-tion and Loyalty. https://www.researchgate.net/publication/339796640
Bougie, R., & Sekaran, U. (2017). Metode Penelitian Untuk Bisnis: Pendekatan Pengembangan-Keahlian (ke 6). Alfabeta.
de Bruin, L., Roberts-Lombard, M., & de Meyer-Heydenrych, C. (2021). The interrelationship between internal marketing, employee per-ceived quality and customer satisfaction–a conventional banking perspective. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1872887
Dyah Ayu, T., & Kuswati, R. (n.d.). The Effect of Brand Image and Product Quality on Pur-chase Decision with Lifestyle as Mediating Variables. In www.ijbmm.com International Journal of Business Marketing and Management (Vol. 7). www.databoks.katadata.co.id
Febrianti, B., Kussudyarsana, K., & Maimun, M. H. (2022). The Effect of Social Media, Packaging, and Product Quality on MSME Sales Performance.
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The ef-fect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Jonathan, N., Wicaksono, S., & Sutanto, J. E. (2022). THE IMPACT OF PRODUCT VARIATION, PRODUCT QUALITY, AND SERVICE QUALITY ON PURCHASE DECISION OF KO-KOPIAN PRODUCTS. Business and Ac-counting Research (IJEBAR) Peer Reviewed-International Journal, 6. https://blorakab.bps.go.id/indicator/52/103/2/laju-pertumbuhan-pdrb-menurut-lapangan-
Kerdpitak, C. (2022). The effects of innovative management, digital marketing, service qual-ity and supply chain management on per-formance in cultural tourism business. Uncer-tain Supply Chain Management, 10(3), 771–778. https://doi.org/10.5267/j.uscm.2022.4.005
Nadiya, F. H., & Wahyuningsih, S. (2020). Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Fash-ion 3second Di Marketplace (Studi Pada Ma-hasiswa Pengguna Fashion 3second Di Kota Semarang). Jurnal Ilmu Dan Riset Manajemen, 5(2), 1–20.
Pebrianti, W., Arweni, A., & Awal, M. (2020). Digi-tal Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. JURNAL ILMU EKONOMI & SOSIAL, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848
Rahmawati, A., Padmantyo, S., Setyawan, A. A., Yani, J. A., Pos, T., & Sukoharjo, P. K. (2022). Pengaruh Kualitas Pelayanan Digital, Ke-percayaan Pada Produk Terhadap Kepuasan Pelaggan Produk Skincare Lokal.
Saputra, A. S. (2018). Pengaruh Kompensasi Dan Komitmen Organisasional Terhadap Kinerja Karyawan Dimediasi Motivasi Kerja: Studi Kasus Di Hotel Merah Group Magetan, Jawa Timur, Indonesia. Universitas Islam Indonesia, 1–183.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
With the receipt of the article by Editorial Board and the decision to be published, the copyright regarding the article will be transferred to IQTISHADequity Journal.
IQTISHADequity has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal.
