<![CDATA[- This study aims to analyze the influence of product quality and digital promotion on purchasing decisions of Pixy products among visitors of Ciputra Mall Jakarta. This research employed a quantitative approach using a survey method. The sampling technique used was purposive sampling, involving 100 respondents who met the predetermined research criteria. Data were collected through an online questionnaire distributed via Google Forms. The collected data were analyzed using IBM SPSS Statistics version 25, including validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R Square). The findings indicate that, partially, product quality has a positive and significant effect on purchasing decisions, with a t-value of 2.728, which is higher than the t-table value of 1.984, and a significance value of 0.008 < 0.05. Meanwhile, digital promotion does not have a significant effect on purchasing decisions, with a t-value of 0.315, which is lower than the t-table value of 1.984, and a significance value of 0.754 > 0.05. Simultaneously, product quality and digital promotion have a significant effect on purchasing decisions, with an F-value of 3.930, which is higher than the F-table value of 3.09, and a significance value of 0.023 < 0.05. Furthermore, the R Square value of 0.578 indicates that product quality and digital promotion explain 57.8% of the variation in purchasing decisions, while the remaining 42.2% is influenced by other factors outside the scope of this study.]]>
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