HOW DO I DECIDE TO BUY POTATO-Q PRODUCTS?

Abdul Rauf, Pia Arpriani Tanjung

Abstract


The purpose of this study is to determine the influence of digital marketing and product quality on consumer purchase decisions on Potato-Q products in Tangerang City. The period used in this study is 6 (six) months, starting from July – December 2022.This research uses a quantitative approach. The population in this study is all people who have bought Potato-Q snack products in Tangerang City. The sampling technique used is non-probability sampling with an incidental sampling type obtained from 101 people who have purchased Potato-Q products. The data analysis technique used is multiple linear regression. The results of this study show that partially digital marketing has a positive and significant effect on consumer purchase decisions, which is shown by the tcount value of > ttable (9.921 > 1.984) with a significance value of 0.000. For the product quality variable, it partially has a positive and significant effect on consumer purchase decisions with a ttable > tcount value of 15.208 > 1.1984 with a significance value of 0.000. The ability of digital marketing variables and product quality explained the value of 72.7% as shown by the value of the adjusted R square of 0.727 while the remaining 27.3% was influenced by other factors that were not included in the research model.


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DOI: http://dx.doi.org/10.31000/digibis.v3i2.13473

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