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All Journal Journal Islamic Business and Entrepreneurship / JIBE
Hajar Trimalika
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Economics, Econometrics & Finance

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Analisis Strategi Penetapan Harga, Kualitas Produk dan Digital Marketing terhadap Keputusan Pembelian di UD Ragil Diesel Kepanjen Hajar Trimalika; Ismi Iftikad
Jurnal Bisnis Islam dan Kewirausahaan Vol 2 No 2 (2023): Journal Islamic Business and Enterpreneurship
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33379/jibe.v2i2.2864

Abstract

This study aims to be able to identify and analyze the effect of pricing strategy, product quality and digital marketing on purchasing decisions at UD Ragil Diesel Kepanjen. To achieve this goal, this study used a descriptive quantitative method with 205 respondents and questionnaires as the main data collection media using a Likert scale. The population in this study amounted to 205 respondents and the sample was taken using total sampling technique. Data analysis techniques used in this study were validity test, reliability test, multiple linear regression analysis with the help of the SPSS 16.0 for Windows program as an analysis tool. The data obtained from the results of data processing shows that it is valid and reliable. The research results show that: 1). Price has no significant effect on purchasing decisions. 2). Product quality has a significant effect on purchasing decisions. 3). Digital marketing has a significant effect on purchasing decisions. 4). Price, product quality, digital marketing have a significant effect on purchasing decisions. With the results of this research it is suggested for UD Ragil Diesel Kepanjen to maintain or improve product quality and digital marketing. Meanwhile, the pricing strategy is further enhanced in accordance with the product description and product quality so that it can attract a wider range of consumers.
Co-Authors Ismi Iftikad