Pengaruh Digital Marketing, Kualitas Pelayanan, dan Kualitas Produk terhadap Keputusan Pembelian di CV. Ifastore
Abstract
This paper investigates CV. ifastore consumer purchase decisions in relation to digital marketing, service quality, and product quality. The study approach is quantitative; data collected via a questionnaire comprising 89 respondents is followed by data analysis employing multiple linear regression with the SPSS program. With a t value of 7.551, which exceeds the t table value of 1.988 and a significance of 0.000, the study shows that digital marketing greatly influences buying decisions. Service quality also clearly influences the t value of 6.285 above the t table and the significance of 0.000. Product quality also significantly affects the t-value of 6.446 above the t-table, with a significance of 0.000. The computed F value 26.364 exceeds the F table. With a value of 0.000, it reveals that concurrently, digital marketing elements, service quality, and product quality significantly influence purchase decisions. This study concludes that customer purchase decisions are driven significantly by integrated marketing techniques. These results give CV. I fast strategic direction to enhance the quality of marketing strategies, products, and services to preserve competitiveness in the market.
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Aldini Nofta Martini, Ahmad Feriyansyah, & Sella Venanza. (2021). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Oppo Di Kota Pagar Alam. JURNAL AKTIVA : RISET AKUNTANSI DAN KEUANGAN, 3(1), 44–53.
Alfatiha, R. A., & Budiatmo, A. (2020). Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi Pada Konsumen Du Cafe Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 522–529. https://doi.org/10.14710/jiab.2020.28794
Alamsyah, A. Y. R., Fadhli, K., & Qomariyah, S. N. (2024). The Effect of Product Quality, Price, Sales Promotion on Repurchase Interest in the Maternal Disaster Distro Brand in the Instagram Application. INCOME: Innovation of Economics and Management, 3(3), 9–15. https://doi.org/10.32764/income.v3i3.4991
Ardiansyah, Fathorrahman, & Theresia Pradiani. (2023). PENGARUH DIGITAL MARKETING, KUALITAS LAYANAN, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KESEHATAN KLIKDOKTER DI INDONESIA. JIRAM Jurnal Ilmiah Riset Aplikasi Manajemen, 1(2), 554–568.
Chandra Elbahar, & Syahputra. (2021). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Di Kadatuan Koffie. EProceedings of Management, 8(2), 1244–1251.
Changreani, E., Manalu, A. B., Purb, R. F., & Putri, D. (2023). The Influence of E-Wom and Digital Marketing on Purchasing Decisions at Shopee Marketplace in Palembang City. Journal of Business Economics and Agribusiness, 1(2), 1–12. https://doi.org/10.47134/jbea.v1i2.7
Demu, Y. (2023). The Influence Of Product Quality, Financial Literacy, Digital Literacy, Financial Management, And Digital Marketing On The Profitability of MSME Businesses. Interdiciplinary Journal and Hummanity (INJURITY), 2(7), 576–591. https://doi.org/10.58631/injurity.v2i7.91
Fadhli, K., & Yustiono, K. (2024). Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian ( Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas KH. A. Wahab Hasbullah. Business and Economic Publication, 2(1), 23–35. https://doi.org/10.32764/bep.v2i1.1201
Gunawan, N. C., & Herdinata, C. (2023). Analisis Product Quality Terhadap Customer Satisfaction Melalui Customer Value Sebagai Variabel Intervening (Studi Kasus Pada PT KLW). REVITALISASI: Jurnal Ilmu Manajemen, 12(2), 186–202.
Hamdani, N. A., Muladi, R., & Maulani, G. A. F. (2022). Digital Marketing Impact on Consumer Decision-Making Process. https://doi.org/10.2991/aebmr.k.220701.031
Hartono, C., Silintowe, Y. B. R., & Huruta, A. D. (2021). The ease of transaction and e-service quality of e-commerce platform on online purchasing decision. BISMA (Bisnis Dan Manajemen), 13(2), 81. https://doi.org/10.26740/bisma.v13n2.p81-93
Kurniawati, A., Lubis, J., & Al-Ihsan, M. A. (2023). The Effect of Digital Marketing and Personal Selling on Consumer Purchase Decisions in Beauty Products. Almana : Jurnal Manajemen Dan Bisnis, 7(1), 106–114. https://doi.org/10.36555/almana.v7i1.2116
Louis, A., Chandra, D., Situmeang, R. R., & Situmeang, R. R. (2023). The Influence of Price, Product Quality and Service Quality on Purchase Decisions PT. Panca Asri Sentosa. Journal of Research in Business, Economics, and Education, 5(1), 23–31. https://doi.org/10.55683/jrbee.v5i1.425
Mandagi, C. A., & Evasari, A. D. (2023). THE INFLUENCE OF WORK DISCIPLINE AND WORK MOTIVATION ON TEACHER PERFORMANCE AT SMK PGRI 2 KEDIRI. Jurnal Manajemen, 11(4), 288–292. https://doi.org/10.36546/jm.v11i4.969
Muafidah, M., & Sulistyowati, R. (2021). Pengaruh digital marketing dan personal selling terhadap keputusan pembelian konsumen. AKUNTABEL, 18(4), 661–668. https://doi.org/10.30872/jakt.v18i4.9834
Novita Djafar, Irwan Yantu, Sudirman Sudirman, Raflin Hinelo, dan, & Roy Hasiru. (2023). Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian di CV. Mufidah Kota Gorontalo. Journal Of Economic And Business Education, 1(2), 76–82.
Nugroho Saputra, A., & Djumarno. (2020). ANALYSIS REGARDING THOSE IMPACT FROM SERVICES QUALITY AND PRODUCT QUALITY TOWARDS PURCHASE DECISIONS WHICH HAD INFLUENCE ON CUSTOMER SATISFACTION (CASE STUDY AT PT. ASTRA CREDIT COMPANIES). Dinasti International Journal of Digital Business Management, 1(6), 941–953. https://doi.org/10.31933/dijdbm.v1i6.586
Pande Rantika Juli, I. N. S. G. Y. H. (2021). Pengaruh Kualitas Produk, Inovasi Produk Dan Digital Marketing Terhadap Keputusan Pembelian Pada Angelo Store Ubud Bali. Values, 2(2), 373–385.
Purnamasari, M., Hermawan, A., & Junaedi. (2024). Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing. ECo-Buss, 6(3), 1423–1434. https://doi.org/10.32877/eb.v6i3.1181
Puspita, C. M., & Budiatmo, A. (2020). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada Rocket Chicken Wolter Monginsidi Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(3), 268–275. https://doi.org/10.14710/jiab.2020.28079
Sugiono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D (SUGIYONO). ALFABETA.
Syafrida Hafni Sahir. (2022). Metodologi Penelitian. Penerbit KMB Indonesia. www.penerbitbukumurah.com
Wijayanti, D., Suyanto, S., & Sukesi, S. (2023). Pengaruh Digital Marketing, Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen Di Masa Pandemi. E-Jurnal Manajemen Universitas Udayana, 12(2), 117. https://doi.org/10.24843/ejmunud.2023.v12.i02.p01
Published
2024-12-24
How to Cite
FADHLI, Khotim; IBRAHIM, Muhamad.
Pengaruh Digital Marketing, Kualitas Pelayanan, dan Kualitas Produk terhadap Keputusan Pembelian di CV. Ifastore.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 13, n. 2, p. 463-471, dec. 2024.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/6525>. Date accessed: 25 dec. 2024.
doi: https://doi.org/10.32503/revitalisasi.v13i2.6525.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
