PENGARUH DIGITAL MARKETING, KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SOMETHINC PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM

Hafida Ningrum, Kharis Fadlullah Hana

Abstract


This research aims to analyze the influence of digital marketing, quality and price on purchasing decisions for certain cosmetic products among students at the Faculty of Economics and Islamic Business. This research used a quantitative approach with a descriptive and associative design, involving 50 respondents taken using purposive sampling. Data was collected through a questionnaire which was measured using a Likert scale. The results of the analysis show that digital marketing and price have a positive and significant influence on purchasing decisions, but the product quality variable has no significant influence. This research provides insight for marketers to optimize digital marketing strategies and improve product quality to improve purchasing decisions among students 

Keywords


Digital Marketing, Quality, Price and Purchasing Decisions

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References


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DOI: http://dx.doi.org/10.30821/tq.v8i2.22636

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