ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO MANJADDA SHOP |
| Nama: ZAENAB N.B MENEY |
| Tahun: 2026 |
| Abstrak The purpose of this study is to look into how customer purchasing decisions at the fashion store ManjaddaShop are impacted by digital marketing and product quality. The emergence of digital technology has altered consumer buying habits, therefore businesses need to use effective marketing techniques and continuously uphold product quality. n this study, the survey method is combined with a quantitative methodology. 180 responders were the outcome of employing an incidental sampling technique to calculate the sample size based on the number of instrument indications. Questionnaires were used to collect data, and multiple linear regression was used to evaluate the findings. The study found that while digital marketing has little to no effect on purchasing decisions, product quality has a favorable and significant impactThe R Square value of 0.728 shows that both independent factors concurrently have a significant impact on purchasing decisions. This implies that product quality and digital marketing account for 72.8% of the variance in purchasing decisions. These results show that, when it comes to online fashion enterprises, consumer purchasing decisions are more influenced by product quality than by digital marketing tactics |