?url_ver=Z39.88-2004&rft_id=1911011022&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PEMASARAN+DIGITAL+DAN+KUALITAS+PRODUK+TERHADAP+KEPUTUSAN+PEMBELIAN+KONSUMEN+(Studi+Kasus+Konsumen+Kerupuk+Seblak+Queenrawit+di+Kota+Metro)&rft.creator=Eivando+%2C+Fanlikhin+&rft.subject=330+Ekonomi&rft.description=Penelitian+ini+bertujuan+untuk+menginvestigasi+pengaruh+digital+marketing+dan%0D%0Akualitas+produk+terhadap+keputusan+pembelian+konsumen.+Dalam+era+digital+yang%0D%0Asemakin+maju%2C+digital+marketing+telah+menjadi+salah+satu+alat+penting+dalam%0D%0Astrategi+pemasaran+perusahaan.+Kualitas+produk+juga+menjadi+faktor+kunci+yang%0D%0Amempengaruhi+keputusan+pembelian+konsumen.+Oleh+karena+itu%2C+penelitian+ini%0D%0Amenggabungkan+kedua+variabel+tersebut+untuk+mengetahui+sejauh+mana+pengaruh%0D%0Amereka+terhadap+keputusan+pembelian+konsumen.Metode+penelitian+yang%0D%0Adigunakan+dalam+penelitian+ini+adalah+survei+dengan+menyebarkan+kuesioner%0D%0Akepada+responden+yang+merupakan+konsumen+kerupuk+seblak+Queenrawit.+Data%0D%0Ayang+terkumpul+dianalisis+menggunakan+metode+regresi+untuk+menguji+hubungan%0D%0Aantara+variabel+digital+marketing%2C+kualitas+produk%2C+dan+keputusan+pembelian%0D%0Akonsumen.+Hasil+penelitian+menunjukkan+bahwa+digital+marketing+memiliki%0D%0Apengaruh+positif+signifikan+terhadap+keputusan+pembelian+konsumen.+Ini%0D%0Amenunjukkan+bahwa+upaya+pemasaran+digital+yang+efektif+dapat+meningkatkan%0D%0Akemungkinan+konsumen+untuk+membeli+produk.+Selain+itu%2C+kualitas+produk+juga%0D%0Amemiliki+pengaruh+positif+signifikan+terhadap+keputusan+pembelian+konsumen.%0D%0AKonsumen+cenderung+lebih+memilih+produk+dengan+kualitas+yang+baik.+Selain+itu%2C%0D%0Apenelitian+ini+juga+menemukan+adanya+pengaruh+simultan+antara+digital+marketing%0D%0Adan+kualitas+produk+terhadap+keputusan+pembelian+konsumen.+Kombinasi+dari%0D%0Akeduanya+dapat+meningkatkan+kemungkinan+konsumen+untuk+melakukan%0D%0Apembelian.+Dengan+kata+lain%2C+perusahaan+harus+memperhatikan+tidak+hanya%0D%0Astrategi+pemasaran+digital+yang+efektif%2C+tetapi+juga+memastikan+produk+yang%0D%0Aditawarkan+memiliki+kualitas+yang+memadai.%0D%0AKata+kunci%3A+Pemasaran+Digital%2C+Kualitas+Produk%2C+Keputusan+Pembelian.%0D%0A%0D%0AThis+study+aims+to+investigate+the+influence+of+digital+marketing+and+product%0D%0Aquality+on+consumer+purchasing+decisions.+In+an+increasingly+advanced+digital+era%2C%0D%0Adigital+marketing+has+become+one+of+the+important+tools+in+a+company's+marketing%0D%0Astrategy.+Product+quality+is+also+a+key+factor+influencing+consumer+purchasing%0D%0Adecisions.+Therefore%2C+this+study+combines+the+two+variables+to+find+out+the+extent%0D%0Aof+their+influence+on+consumer+purchasing+decisions.+The+research+method+used+in%0D%0Athis+study+is+a+survey+by+distributing+questionnaires+to+respondents+who+are%0D%0Apotential+consumers.+The+collected+data+was+analyzed+using+regression+methods+to%0D%0Atest+the+relationship+between+digital+marketing+variables%2C+product+quality%2C+and%0D%0Aconsumer+purchasing+decisions.+The+results+showed+that+digital+marketing+has+a%0D%0Asignificant+positive+influence+on+consumer+purchasing+decisions.+This+suggests%0D%0Athat+effective+digital+marketing+efforts+can+increase+consumers'+likelihood+of%0D%0Apurchasing+products.+In+addition%2C+product+quality+also+has+a+significant+positive%0D%0Ainfluence+on+consumer+purchasing+decisions.+Consumers+tend+to+prefer+products%0D%0Awith+good+quality.+In+addition%2C+this+study+also+found+a+simultaneous+influence%0D%0Abetween+digital+marketing+and+product+quality+on+consumer+purchasing+decisions.%0D%0AThe+combination+of+the+two+can+increase+the+likelihood+of+consumers+to+make+a%0D%0Apurchase.+In+other+words%2C+companies+must+pay+attention+not+only+to+effective%0D%0Adigital+marketing+strategies%2C+but+also+to+ensure+the+products+offered+are+of+adequate%0D%0Aquality.%0D%0AKeywords%3A+Digital+Marketing%2C+Product+Quality%2C+Purchasing+Decisions.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2023-08-03&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74706%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74706%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74706%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Eivando+%2C+Fanlikhin+++(2023)+PENGARUH+PEMASARAN+DIGITAL+DAN+KUALITAS+PRODUK+TERHADAP+KEPUTUSAN+PEMBELIAN+KONSUMEN+(Studi+Kasus+Konsumen+Kerupuk+Seblak+Queenrawit+di+Kota+Metro).++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F74706%2F