THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT QUALITY ON PURCHASE DECISIONS: LITERATURE REVIEW

Vini Elvionita, Miftahul Jannah Hasibuan, Sri Rahayu, Fajar Pasaribu, Hazmanan Khair Pasaribu

Abstract


Abstrak: - Pemasaran digital telah menjadi strategi penting dalam menarik perhatian konsumen melalui berbagai platform digital, seperti media sosial, situs web, dan email. Sementara itu, kualitas produk memegang peranan penting dalam membentuk kepuasan dan loyalitas pelanggan. Penelitian ini bertujuan untuk mengkaji pengaruh pemasaran digital dan kualitas produk terhadap keputusan pembelian konsumen melalui tehah pustaka yang ada. Metode penulisan ini adalah studi telah pustaka yang meliputi jurnal internasional, artikel ilmiah, buku, dan laporan penelitian dari berbagai sumber yang kredibel. Hasil dari artikel ini adalah: 1) Pemasaran Digital Berpengaruh terhadap Keputusan Pembelian 2) Kualitas Produk Berpengaruh terhadap Keputusan Pembelian.

Kata Kunci: Pemasaran Digital, Kualitas Produk, Keputusan Pembelian


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DOI: https://doi.org/10.3059/insis.v0i0.22958

DOI (PDF): https://doi.org/10.3059/insis.v0i0.22958.g12759

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