Evryana Wulandari, . (2023) PENGARUH DIGITAL MARKETING, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MAKE OVER DI JAKARTA UTARA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to investigate the influence of digital marketing and product quality on the purchasing decisions of Make Over consumers in North Jakarta. The advancements in technology and the internet have transformed the marketing landscape, with digital marketing becoming a key element in company marketing strategies. On the other hand, product quality is an essential factor that influences consumer purchasing decisions. This research utilizes a quantitative approach by collecting data through an online survey questionnaire distributed to Make Over consumers in the North Jakarta area. The research sample was selected using purposive sampling method. The collected data were analyzed using multiple regression techniques to examine the relationship between independent variables (digital marketing and product quality) and the dependent variable (purchasing decisions). The results of the analysis indicate that: (1) Digital marketing has a significant positive influence on the purchasing decisions of Make Over consumers in North Jakarta. (2) Product quality also has a significant positive influence on consumer purchasing decisions. Thus, both factors play a crucial role in shaping consumer preferences when deciding to purchase Make Over products. These findings have important implications for Make Over companies and marketers in the cosmetics and beauty industry. Effective digital marketing strategies and efforts to improve product quality can enhance brand attractiveness and boost sales. Furthermore, this research can serve as a reference for future studies in the fields of marketing and consumer behavior.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1610111037] [Nama Pembimbing: Suharyati] [Penguji 1: Maria Assumpta Wikantri] [Penguji 2: Diana Triwardhani] |
| Uncontrolled Keywords: | Digital Marketing, Product Quality, Purchasing Decisions, Consumers, Make Over |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Evryana Wulandari |
| Date Deposited: | 28 Jul 2023 08:31 |
| Last Modified: | 03 Aug 2023 02:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/26360 |
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