Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta Yang Membeli Produk Perawatan Skintific)

Pratama, Alexandra Yoga and , Sri Murwanti, S.E., M.M. (2023) Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta Yang Membeli Produk Perawatan Skintific). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The goal to be achieved by conducting this research is to analyze and discuss the influence of digital marketing and product quality on purchasing decisions for skin care products for students at the Muhammadiyah University of Surakarta. The novelty in this study is the research object where there is still little research examining the effect of digital marketing and the quality of skin care products. Meanwhile, the formulation of the problem in this study is whether digital marketing and product quality have a significant effect on the decision to purchase skin care products for students at the Muhammadiyah University of Surakarta. The hypothesis put forward in this study is that digital marketing and product quality have a significant effect on purchasing decisions. The population in this study were all students at the Muhammadiyah University of Surakarta with a sample of 120 respondents. The sampling technique in this study used non- probability sampling with a purposive sampling approach. Data collection techniques through distributing questionnaires with Google Forms. The results of the analysis in this study indicate that digital marketing has a significant effect on purchasing decisions (H1); product quality has a significant effect on purchasing decisions (H2)

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	digital marketing, product quality, purchasing decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALEXANDRA YOGA PRATAMA
Date Deposited:	13 Feb 2023 06:36
Last Modified:	13 Feb 2023 06:36
URI:	http://eprints.ums.ac.id/id/eprint/108771

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