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All Journal Jurnal Ekonomi & Bisnis PNJ (JEKBIS PNJ)
Willdanny, Putri Zulia
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Economics, Econometrics & Finance

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Pengaruh Pemasaran Digital Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepercayaan Merek Pada Toko Wardah Di Buaran Mall: Pengaruh Pemasaran Digital Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepercayaan Merek Pada Toko Wardah Di Buaran Mall Willdanny, Putri Zulia; P.Sukma , Rivera
Ekonomi & Bisnis Vol 23 No 2 (2024): Jurnal Ekonomi & Bisnis Desember 2024
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/eb.v23i2.6833

Abstract

This research aims to understand the influence of digital marketing and product quality on purchasing decisions through brand trust at the Wardah store in Buaran Mall. Data was collected by distributing questionnaires to 225 respondents, using Purposive Sampling techniques and data were analyzed using Structural Equation Modeling (SEM) via PLS version 3.0 software. The results show that the influence of digital marketing has a positive impact on brand trust. Digital Marketing does not have a positive and significant impact on purchasing decisions. Product quality has a positive and significant impact on brand trust. Product quality has a positive and significant impact on purchasing decisions. Brand trust has a positive and significant impact on purchasing decisions Keywords: digital marketing, product quality, brand trust, purchase decision
Co-Authors P.Sukma , Rivera