The Influence of Product Quality, Price and Digital Marketing on Purchasing Decisions for Android Smartphones in The City of Denpasar
DOI:
https://doi.org/10.58812/wsis.v2i09.1256Keywords:
Product Quality, Price, Digital MarketingAbstract
A smartphone or smartphone being present in the environment. Due to the fact that it facilitates communication and provides instant access to information, this gadget has gained a dominant position in the worldwide electronics market. The purpose of this study is to investigate the following factors: the impact of product quality on decisions to purchase Android smartphones; the influence of price on decisions to purchase; and the impact of quality, price, and digital marketing on decisions to purchase Samsung smartphones. Quantitative surveying is the method that this research use. In Denpasar City, the population that was researched consisted of consumers that either use or purchase Android cellphones. The total sample size of 97 individuals was gathered through the employment of a purposive sampling approach, and the method of data collection was accomplished through the utilization of a questionnaire that had been validated and determined to be trustworthy. For the purpose of data analysis, multiple regression was utilized. The findings of the study indicate that the following factors have a significant impact on purchasing decisions: (1) the quality of the product has a significant impact on purchasing decisions; (2) the price has a significant impact on purchasing decisions; and (3) digital marketing and product quality have a powerful impact on purchasing decisions. The findings of the descriptive test on purchasing decisions obtained a total score of 415.6, with the second largest indicator (419) earning an average score of 4.28 and the smallest indication (412) obtaining the lowest score. The results of the descriptive test on product quality have a total score of 401, with an average score of 4.13 on the third largest indicator (414), which is the smallest 394. Total score for the price descriptive test was 401.6, with an average score of 4.14 on indications 2 and 3, with the maximum score being 403 and the smallest score being 399. There was a total score of 398.6 on the descriptive test for digital marketing, with an average score of 4.10 on indication 3, with the greatest being 413 and the smallest being 386.
References
H. D. P. Ayu and N. Nurhadi, “The Influence Of Advertisement Appeal, Product Quality, And Brand Equity On Head & Shoulders Shampoo Purchase Decision In Surabaya,” EKOMBIS Rev. J. Ilm. Ekon. dan Bisnis, vol. 12, no. 3, pp. 2787–2794, 2024.
N. P. D. P. P. Astaki and N. M. Purnami, “Peran Word of Mouth memediasi kualitas produk terhadap keputusan pembelian konsumen.” Udayana University, 2019.
A. Ulansari and S. Syarifuddin, “Dinamika harga karet dan pengaruhnya terhadap perekonomian petani karet Kecamatan Muara Kuang Kabupaten Ogan Ilir Tahun 2009-2020,” J. Penelit. Karet, pp. 41–48, 2022.
D. P. Ponomban, A. S. Soegoto, and D. C. A. Lintong, “PENGARUH KUALITAS PRODUK, HARGA, DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM DAPUR HOT DI DESA TATELU, KECAMATAN DIMEMBE, KABUPATEN MINAHASA UTARA,” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 11, no. 4, pp. 695–706, 2023.
P. Kotler and K. L. Keller, “Manajemen pemasaran.” edisi, 2009.
D. Aaker, “Brand equity,” La Gest. del valore della marca, vol. 347, p. 356, 1991.
R. Suri and K. B. Monroe, “The effects of time constraints on consumers’ judgments of prices and products,” J. Consum. Res., vol. 30, no. 1, pp. 92–104, 2003.
P. Kotler, Marketing management. Pearson Education India, 2009.
D. Chaffey and F. Ellis-Chadwick, Digital marketing. Pearson uk, 2019.
V. A. Zeithaml, L. L. Berry, and A. Parasuraman, “Communication and control processes in the delivery of service quality,” J. Mark., vol. 52, no. 2, pp. 35–48, 1988.
S. Sugiyono, “Metode Penelitian Kualitatif . bandung: Alfabeta,” Google Sch. Alf., 2013.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Ni Kadek lisa Pebrianti, A.A Ngurah Bagus Aristayudha, Kadek Riyan Putra Richadinata
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.