3rd Asia Pacific International Conference on Industrial Engineering and Operations Management

Effect Digital Marketing and Product Quality to Purchasing Decision

Aidil Fitrisyah, Hasmawaty Hasmawaty, Darius Antoni & Dian Rianawati
Publisher: IEOM Society International
0 Paper Citations
Track: Master Thesis Competition

The rapid advance in information and communication technologies developement has greatly facilitated the development of digital media. This can be seen from the various applications of information technology used in promoting products and sevices of organisations to the enhancing sales then. This study aims to determine marketing analysis through digital media, the quality of traditional cake products toward consumers' purchasing decisions at the trisna cartoon cake shop in Prabumulih City. The design of this study is a survey with this research method using a quantitative which is intended to formulate problems related to various questions about independent variables. The data collection is conducted at the Cartoon Cake Cake Shop kota Prabumulih which is taken as many as 50 who were regular customers. The validation processes should have been completed using a representative sample, demonstrating adequate reliability and validity in order to be able to measure the level of answers from respondents. The research findings show that there is relationship between digital media and product quality on purchasing decisions.  In addition, the finding shows that digital media and product quality simultaneously have an influence on purchase decisions, digital media and product quality. This is able to explain purchase decisions, is influenced or explained by other variables that were not studied in this study.

Published in: 3rd Asia Pacific International Conference on Industrial Engineering and Operations Management, Johor Bahru, Malaysia

Publisher: IEOM Society International
Date of Conference: September 13-15, 2022

ISBN: 978-1-7923-9162-0
ISSN/E-ISSN: 2169-8767