PENGARUH PEMASARAN DIGITAL, MUTU PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ROTI LINA DI TANGERANG SELATAN
Abstract
The aim of this research is to determine the influence of digital marketing, product quality and brand image on purchasing decisions for Lina bread. The method used is quantitative. The sampling technique used the ancient rao formula and a sample of 100 respondents was obtained. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, coefficients of determination and hypothesis testing. The results of this research are that digital marketing has a significant effect on purchasing decisions with a coefficient of determination value of 44.5% and the hypothesis test obtained t_(count ) > t_(table ) or (8.861 > 1.984). Product quality has a significant effect on purchasing decisions with a coefficient of determination value of 49.6% and the hypothesis test obtained t_(count ) > t_(table ) or (9.819 > 1.984). Brand image has a significant effect on purchasing decisions with a coefficient of determination value of 45.1% and the hypothesis test obtained t_(count ) > t_(table ) or (8.974 > 1.984). Digital marketing, product quality and brand image simultaneously have a significant influence on purchasing decisions with the regression equation Y= 3.624 + 0.302 X₁ + 0.419X₂ + 0.129X. The coefficient of determination value is 55.5% while the remaining 44.5% is influenced by other factors. Hypothesis testing obtained F_(count ) > F_(table ) or (39.943 > 2,700).
References
Anwari, A. S., Santoso, B., & Puspitadewi, I. (2022). Analisis Pengaruh Digital Marketing Dan Brand Image Terhadap Keputusan Pembelian Pada Mie Galak Bondowoso. Baswara: Jurnal Ekonomi dan Bisnis, 1(2), 130-136.
Cahya, D.A, Rahmawati, W.A, Ningsih, F.A (2021) Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Bakpia Sonder 543. Jurnal Pemasaran Kompetitif Universitas Pamulang
Eivando, F. (2023). Pengaruh Pemasaran Digital Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen (Studi Kasus Konsumen Kerupuk Seblak Queenrawit di Kota Metro).
Fitri, G. N., & Yunita, C. (2023). Pengaruh Kualitas Produk, Citra Merek, Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Di Bittersweet By Najla. Jurnal Pijar, 1(3), 283-294.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program IBM SPSS. Edisi 9. Semarang: Semarang: Badan Penerbit Universitas Diponogoro.
Gito dalam Akila (2023). Manajemen Pemasaran. Pemasaran Yogyakarta : BPFE.
Ibnutama, R., & Pudjoprastyono, H. (2023). Pengaruh Kualitas Produk, Citra Merek Terhadap Keputusan Pembelian Lapis Kukus Pahlawan Surabaya. REVITALISASI: Jurnal Ilmu Manajemen, 12(1), 19-24.
Lorinda, I. P., & Amron, A. (2023). Pengaruh Kualitas Produk, Iklan dan Citra Merek terhadap Keputusan Pembelian Produk Tolak Angin Sidomuncul di Kota Semarang. MBIA, 22(1), 53-64.
Maulana H, Ayunda D.K, Ate.M.D & Sarwani. (2022). Pengaruh Kualitas Produk terhadap Keputusan Pembelian konsumen pada home industri tahu Sumedang Mulyasari di Tangerang Selatan. Jurnal Perkusi Universitas Pamulang.
Ratna Ekasari, Erni Dwi (2023). Analisis Pengaruh digital marketing dan brand image terhadap keputusan pembelian mie galak Bando woso. Jurnal Ekonomi Bisnis
Wiranata, I. K. A., Agung, A. A. P., & Prayoga, I. M. S. (2021). Pengaruh Digital Marketing, Quality Product dan Brand Image terhadap Keputusan Pembelian Roti di Holland Bakery BatuBulan. EMAS, 2(3).
