THE EFFECT OF DIGITAL MARKETING AND PRODUCT QUALITY ON THE PURCHASE DECISION OF MS GLOW BEAUTY COSMETIC PRODUCTS IN BOJONG RAWALUMBU BEKASI CITY

Sindi Luthfiyani, Widayatmoko Widayatmoko, Audita Nuvriasari

Abstract


Purpose: This study aims to determine the effect of digital marketing and product quality on purchasing decisions for Ms Glow Beauty cosmetic products. Methods: This study uses a quantitative research design. The population in this study was 11,993 people, especially the people of Bojong Rawalumbu Village, aged 17 to 25 years. Determination of the number of samples is based on the Slovin formula so that the number of samples is 100 respondents. The sampling technique used purposive sampling by using respondent criteria, namely the age of the respondents from 17 to 25 years who domiciled in Bojong Rawalumbu Village. In addition, respondents have used Ms Glow Beauty cosmetics for 3 months. Analysis data : This research using regression analysis. Hypothesis test using partial test (t test) with a significant level of 5% showed a significance result of 0.024 <0.05, meaning that digital marketing had a significant and significant effect on purchasing decisions for Ms Glow Beauty cosmetic products, while the partial test (t test) with a significant level of 5% showed the results the significance of 0.000 <0.05 means that the quality of the product has a significant and significant effect on purchasing decisions for Ms Glow Beauty cosmetic products. Result and discussions: For the simultaneous test or f test with a significant level of 5%, it shows a significance result of 0.000 <0.05, which means that digital marketing and product quality simultaneously affect the decision to purchase Ms Glow Beauty cosmetic products in Bojong Rawalumbu Village, Bekasi City. Conclusion: Digital marketing and product quality affecting on purchasing decisions for Ms Glow Beauty cosmetic products in Bekasi city had a strong relationship significancies of 0.024 <0.05

Keywords


Digital Marketing; Product Quality; Purchasing Decisions

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