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All Journal Jurnal Siasat Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi Journal of Business Management Education (JBME) Journal of Economic, Bussines and Accounting (COSTING) JASa (Jurnal Akuntansi, Audit dan Sistem Informasi Akuntansi) Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Cakrawala Repositori Imwi Ilomata International Journal of Management Quantitative Economics and Management Studies Jurnal Ilmu Manajemen Advantage Jurnal Inovasi Masyarakat Jurnal Ilmu Sosial dan Humaniora Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Engagement: Jurnal Pengabdian Kepada Masyarakat Jurnal Ekonomi, Manajemen, Akuntansi Indonesian Journal of Strategic Management (IJSM)
Sri Astuti Pratminingsih
Universitas Widyatama
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Mathematics Social Sciences

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Digital Marketing and Product Quality as Drivers of Purchase Decisions Evidence from CV. Alfa Galuh Perkasa, a Safety Equipment SME in Bandung Allana Veda Mahendra; Sri Astuti Pratminingsih
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1794

Abstract

This study explores how product quality and digital marketing influence consumer purchase decisions within the niche sector of fire safety equipment, using CV. Alfa Galuh Perkasa, a small and medium-sized enterprise (SME) based in Bandung, Indonesia, as a case study. In the wake of the COVID-19 pandemic, consumer behavior has become increasingly digital, yet limited empirical research addresses how safety product distributors are adapting to this shift. The study seeks to answer the extent to which product quality and digital marketing impact consumer purchasing decisions in this industry. The novelty of this research lies in its dual-variable focus—product quality and digital marketing—applied to a sector where digital engagement is still in its formative stages, contrasting with the more commonly studied fast-moving consumer goods. A quantitative approach was adopted, utilizing a cross-sectional design. Data were collected through an online survey completed by 105 respondents, selected via accidental sampling. Multiple linear regression analysis using SPSS was employed to assess the influence of the independent variables on purchasing decisions. The results demonstrate that both product quality and digital marketing significantly and positively affect consumer purchasing decisions. Notably, product performance and reliability emerged as key factors, while digital visibility—especially through search engines and affiliate marketing—proved to be critical in shaping consumer awareness and interest. The findings suggest that SMEs in niche industries can enhance customer engagement and drive purchasing behavior by improving product reliability and strategically expanding their digital marketing channels. This study provides actionable insights for businesses aiming to stay competitive in an increasingly digital market landscape.
Co-Authors Abdullah Maknun Nashir Adrian Muhamad Fajar Ahmad Zulkifli Allana Veda Mahendra Andri Rianawati Arifatul Muallifah Asep Sansan Bayu Umbara Dede Sugandi Dera Triyulia Sari Farhan Fathia Andriawan Gagan Sugandi Gagan Sugandi Glorya Merriska Ong Hasti Pramesti Kusnara Ignatius Oki Dewa Brata Imanirrahma Salsabil Irna Sutisna Johan, Ahmad Juningsih Juningsih Luthfy Dwi Aafiy Mariana Rachmawati R. Adjeng Mariana Febrianti Retno Wulandari Rizky Ferari Oktavian Roza Milasari Rudolf Anthonius Salsabila Vania Suhyar Siti Maesarah Siti Wulandari Siti Wulansari Sri Wiludjeng Sunu Purwaningdyah Suganda, Uce Karna Sunardi Sembiring Brahmana Tresna Pradana Santana Wita Fauziah Yudhistira Pratama Yus Djunaedi Rusli Zulganef Zulganef Zulganef Zulganef