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Pengaruh Digital Marketing dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Studio Warnails di Karawang

Year: 2024

Type: article

Abstract: The research conducted at Studio Warnails aimed to determine the impact of digital marketing and service quality on purchasing decisions for products and services. A quantitative method was chosen for this study. Non-probability sampling was conducted through purposive sampling approach. The population in this study consisted of consumers who had purchased products or services from Studio Warnails and followed the Instagram account @warnails.id, with a sample size of 168 participants. Data processing was carried out using SPSS ver.27. The findings of the research indicate that digital marketing and service quality have a positive and significant impact, both partially and simultaneously, on purchasing decisions at Studio Warnails.

Source: J-MAS (Jurnal Manajemen dan Sains)

DOI: 10.33087/jmas.v9i2.1947

Authors: Tiara Januarsisti, Puji Isyanto, Neni Sumarni

Institution: Universitas Buana Perjuangan Karawang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404015918

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