PENGARUH DIGITAL MARKETING, KUALITAS PRODUK,DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI TIKTOK SHOP

Abstract

Skincare is currently a trend in society. One of the skincare products that is currently famous and available on the market, both electronic sales media and offline stores, is Skintific skincare. To attract consumer purchasing decisions, of course Skintific must pay attention to every factor that influences consumer purchasing decisions. For this reason, the purpose of this study is to analyze digital marketing, product quality and product innovation on purchasing decisions for Skintific products at the Tiktok shop. This research is a descriptive analysis research using a quantitative approach. Sampling using purposive sampling method with a total of 100 respondents. Data collection was carried out using a Likert scale questionnaire. Data analysis techniques using multiple linear regression analysis. Hypothesis testing was carried out using the t-test. The results of the research show that: (1) digital marketing has a positive and significant effect on purchasing decisions, the t-count value is 2.009 and the significance value is 0.006. (2) product quality has a positive and significant effect on purchasing decisions, the t-count value is 3.520 and the significance value is 0.001. (3) product innovation has a positive and significant effect on purchasing decisions, the t-count value is 6.148 and the significance value is 0.000. (4) Digital marketing, product quality, and product innovation simultaneously (together) influence purchasing decisions, this is proven by the f- count value of 59.004 and a significance value of 0.000.