PENGARUH PEMASARAN DIGITAL DAN KUALITAS PRODUK TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN PRODUK SKINCARE MEREK WARDAH PADA TOKO RIFKY COSMETICS PANGKALAN BUN

Sunarti Sunarti, Edi Setiawan

Sari


The increasingly tight business competition has many consequences in company competition, companies are required to continuously increase their competitiveness. Marketing activities are activities that are actual, because they are directly related to everyday human life, both individuals, groups and society as a whole. Digital marketing is an activity to market goods via the internet using a company website, online advertising and promotions, email marketing, online videos, and blogs. While product quality is the totality of the features and characteristics of a product or service that has the need to meet consumers. This study aims to analyze the influence of digital marketing and product quality on consumer decisions. The location of the study was the Rifky Cosmetics Store Pangkalan Bun. This study used a quantitative descriptive method with a sample of 72 consumers. The results of the study indicate that digital marketing partially has a significant and positive effect on consumer decisions. Furthermore, product quality partially has a significant and positive effect on consumer decisions. In the test, it was found simultaneously that together the variables of digital marketing and product quality influenced consumer decisions at the Rifky Cosmetics Pangkalan Bun Store

Kata Kunci


Digital Marketing, Product Quality, Consumer Decisions

Teks Lengkap:

PDF

Referensi


Ali, S., & Habiburachman, H. (2025). The influence of digital marketing and product quality on purchasing decisions for skincare products among GenBI members. Banking and Management Review, 4(1), 1–15.

Aswedya, D. N. (2025). Peran digital marketing dalam menjaga konsistensi penjualan produk lokal. Jurnal Media Akademik, 4(1), 10–20.

Chaffey, D., & Ellis Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.

Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). Sage Publications.

Garson, G. D. (2012). Testing statistical assumptions. Statistical Associates Publishing.

Garvin, D. A. (1987). Competing on the eight dimensions of quality. Harvard Business Review, 65(6), 101–109.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education..

Kotler, P., & Keller, K. L. (2017). Marketing management (15th ed.). Pearson Education.

Malhotra, N. K. (2019). Marketing research: An applied orientation (7th ed.). Pearson Education.

Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill building approach (8th ed.). Wiley.

Putri, D. E. (2022). Tren perilaku konsumen di era digital. Repository STIE Sultan Agung.

Rachmadi, A. (2020). Strategi pemasaran digital untuk meraih sukses bisnis. Jurnal Administrasi Bisnis dan Riset, 3(4), 22–31.

Renald, V. (2021). Pengaruh kualitas produk terhadap kepuasan pelanggan. Journal of Business and Management Studies, 1(2), 45–56.

Setiyono, B., & Sutrimah. (2016). Analisis strategi bisnis dalam menghadapi persaingan usaha.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Tjiptono, F. (2012). Strategi pemasaran (Edisi 3). Andi