Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Dupa Tridatu Pasupati Kaori di Gianyar

Abstract

Decision making is influenced by many factors, both internal and external to consumers, such as digital marketing, product quality, and brand image. The purpose of this study was to determine the effect of digital marketing, product quality, and brand image on purchasing decisions for Dupa Tridatu Pasupati Kaori products in Gianyar partially and simultaneously. This research was conducted at the Dupa Kaori Group in Ubud Subdistrict, Gianyar Regency with an unknown population and a sample of 75 people with a sample determination method in the form of accidental sampling. Data collection was carried out by means of interviews, observation, documentation, and questionnaires. Measurement of the research instrument was carried out with a Likert scale consisting of five answer choices ranging from strongly disagree to strongly agree. The data analysis technique used is multiple linear regression consisting of a test of determination, partial significance test, and simultaneous significance test. Based on the results of the analysis, it can be concluded that digital marketing, product quality, and brand image have a positive and significant effect on purchasing decisions