Pengaruh Kualitas Produk dan Pemasaran Digital Terhadap Keputusan Pembelian Pada Keripik Pisang Tunas di Kota Metro

Abstract

The company was founded with the aim of increasing sales and achieving maximum profit, the success of a company in achieving these goals is greatly influenced by the company's own ability to understand consumer behavior which describes how consumers make purchasing decisions for goods or services. purchasing decision is a consumer process in choosing a purchase of goods or services that have been properly selected and in accordance with the wishes of consumers to meet a need, so that then decide to buy the product. This study has the aim of knowing whether product quality affects purchasing decisions. To find out whether digital marketing affects purchasing decisions. To find out whether product quality and digital marketing have an effect on purchasing decisions. The sample of this research is consumers who are in the Metro City Tunas banana chips totaling 60 people. Data collection using observation, interviews, documentation, and questionnaires. And data analysis using validity test, reliability test, normality test, linearity test, homogeneity test, multiple regression analysis, T test, F test, and determination coefficient test (R2) using the program (SPSS). The results showed that there is a positive and significant effect of product quality on purchasing decisions. There is a positive and significant influence of digital marketing on purchasing decisions. There is a positive and significant effect of product quality, and digital marketing on purchasing decisions.