Borobudur Management Review
Vol 2 No 2 (2022): Vol 2 No: 2 (2022)

Pengaruh Brand Image, Online Customer Review, dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Lazada

Anindita Lintang Damayanti Geraldine (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Magelang)
Friztina Anisa (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Magelang)

Article Info

Publish Date
11 Aug 2022

Abstract

Since the Covid 19 pandemic occurred, SMEs in Indonesia have experienced a decline in sales, as have the Getuk Eco Magelang SMEs. To overcome this decline, SMEs continue to try to influence consumer purchasing decisions, namely through digital marketing, halal labels, and product quality. This study aims to examine the effect of digital marketing, halal labels, and product quality on purchasing decisions at the Getuk Eco Magelang. The sample used in this study is the consumer of Getuk Eco Magelang SME’s the number of respondents is 95 respondents. Sampling using accidental sampling technique. The analytical tool used in this research is multiple linear regression. The results of this study indicate that digital marketing has no effect on purchasing decisions, halal labels have a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions.

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Journal Info
Borobudur Management Review
Website

Abbrev

bmar

Publisher

Universitas Muhammadiyah Magelang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

BMAR is a peer-reviewed journal that aims to provide original research articles, review articles, and case study on economic management. This journal is issued twice a year and it is a tool for researchers, academics, and practitioners who wished to channel their thoughts and findings in the field ...