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All Journal Tansiq: Jurnal Manajemen dan Bisnis Islam
Hafida Ningrum
Institut Agama Islam Negeri Kudus
Economics, Econometrics & Finance

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PENGARUH DIGITAL MARKETING, KUALITAS DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SOMETHINC PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS ISLAM Hafida Ningrum; Kharis Fadlullah Hana
TANSIQ: Jurnal Manajemen dan Bisnis Syariah TANSIQ │ Vol. 8 │ No. 2 │ 2025
Publisher : Universitas Islam Negeri Sumatera Utara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30821/tq.v8i2.22636

Abstract

This research aims to analyze the influence of digital marketing, quality and price on purchasing decisions for certain cosmetic products among students at the Faculty of Economics and Islamic Business. This research used a quantitative approach with a descriptive and associative design, involving 50 respondents taken using purposive sampling. Data was collected through a questionnaire which was measured using a Likert scale. The results of the analysis show that digital marketing and price have a positive and significant influence on purchasing decisions, but the product quality variable has no significant influence. This research provides insight for marketers to optimize digital marketing strategies and improve product quality to improve purchasing decisions among students 
Co-Authors Kharis Fadlullah Hana