PENGARUH DIGITAL MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO MANJADDA SHOP

The purpose of this study is to look into how customer
purchasing
decisions
at
the
fashion
store
ManjaddaShop are impacted by digital marketing and
product quality. The emergence of digital technology
has altered consumer buying habits, therefore
businesses need to use effective marketing techniques
and continuously uphold product quality. n this study,
the survey method is combined with a quantitative
methodology. 180 responders were the outcome of
employing an incidental sampling technique to
calculate the sample size based on the number of
instrument indications. Questionnaires were used to
collect data, and multiple linear regression was used to
evaluate the findings. The study found that while
digital marketing has little to no effect on purchasing
decisions, product quality has a favorable and
significant impactThe R Square value of 0.728 shows
that both independent factors concurrently have a
significant impact on purchasing decisions. This
implies that product quality and digital marketing
account for 72.8% of the variance in purchasing
decisions. These results show that, when it comes to
online fashion enterprises, consumer purchasing
decisions are more influenced by product quality than
by digital marketing tactics