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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Riska Zaeni Putri
Universitas Bina Sarana Informatika
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Digital Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Mie ABC di Kelurahan Lagoa, Jakarta Utara Riska Zaeni Putri; Al Ghazali Al Ghazali
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/g75mk609

Abstract

Increasingly fierce competition in the instant food industry is driving companies to implement effective digital Marketing strategies and maintain product quality in order to boost consumer purchasing decisions. This study aims to analyze the influence of digital Marketing and product quality on the purchase decision of ABC Noodles in Lagoa Subdistrict, North Jakarta. This study draws on theories of digital Marketing, product quality, and purchase decision-making. The method used is quantitative research with a sample of 100 respondents selected through purposive sampling. Data were collected through observation and questionnaires, then analyzed using IBM SPSS Statistics 24 via validity and reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that digital Marketing has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.635 and a significance level of 0.000. Product quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.381 and a significance level of 0.000. Simultaneously, digital Marketing and product quality have a significant effect on purchasing decisions, with a calculated F-value of 734.339 and a significance level of 0.000. The coefficient of determination is  
Co-Authors Al Ghazali Al Ghazali