PENGARUH DIGITAL MARKETING INSTAGRAM, KUALITAS PRODUK DAN PERAN PEREMPUAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA PRODUK UMKM PUTRI BROWNIES DI BUNDER PURWAKARTA)
DOI:
https://doi.org/10.61722/jiem.v4i9.12598Keywords:
Digital, Quality, Women.Abstract
The research is motivated by the gap between the Instagram digital marketing activities already carried out by Putri Brownies and the unstable sales, as well as the owner’s personal branding that is not yet optimal.The study aims to determine the effect of Instagram digital marketing, product quality and women’s role on purchasing decisions. The method used is quantitative research with a descriptive verificative approach. The population in this study is consists of female consumers who have ever purchased Putri Brownies products. The research sample consists of 96 respondents obatained using purposive sampling technique with the slovin formula at a 10% error rate. Data collection was carried out by questionnaires using a likert scale. Data analysis techniques include validity test, reliability test, classical assumption test, multiple linier regression analisys, t test, F test, and coefficient of determination using SPSS. The result show that Instagram digital marketing has a positive and significant effect on purchasing decisions. Product quality has appositive and significant effect on purchasing decisions. And the women’s role has a positive and significant effect on purchasing decisions. Instagram digital marketing , product quality and the women’s role simultaneously have a positive and significant effect on purchasing decisions with an F count value of 210,357 > F table 2,70 with a significance value of 0,000. The Adjusted R Square value 0,864 indicates that Instagram digital marketing,product quality and women’s role influences purchasing decisions by 86,4 % . The remaining 13,6 % is influenced by other variables not examined in this study. And the women’s role variable is the most dominant factor in influencing purchasing decisions.the suggestion for Puti Brownies is to incrase the consistency of Instagram content, maintain product quality, and strengthen the owner’s personal branding asa a female entrepreneur.
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