THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT QUALITY ON PT TELKOMSEL CUSTOMER’S PURCHASING DECISIONS OF STUDENTS UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA

Nadia Ika Purnama, Muthia Najla

Abstract


This research analyzes the influence of Digital Marketing and Product Quality on Telkomsel Customer Purchasing Decisions among Muhammadiyah University of North Sumatra Students. This research uses quantitative methods, namely the Statistical Program for Social Science (SPSS) with a research sample involving 242 students representing Muhammadiyah University of North Sumatra students from the Faculty of Economics and Business, Management Study Program. The results of data analysis show that Digital Marketing has a positive and significant influence on Purchasing Decisions with a value of tcount > ttable, namely 5,929 > 1,651. Product quality is also proven to have a positive and significant influence on purchasing decisions with a value of tcount > ttable, namely 4,130 > 1,651. Simultaneously, Digital Marketing and Quality are proven to have a positive and significant influence with a value of Fcount > Ftable, namely 34,307 > 2,324.


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References


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DOI: https://doi.org/10.3059/insis.v0i0.22800

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22800.g12678

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