Pengaruh Digital Marketing, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Wardah di Kabupaten Lumajang

Abstract

The growth of cosmetics in Indonesia is very rapid. This makes entrepreneurs compete to create a variety of beauty products, to meet the needs and desires of consumers at any time. Sales are the company's demands to sell products according to the target or more so that the company gets profit to support company growth. Understanding the effect of digital marketing, price and product quality on Wardah cosmetic purchasing decisions in Lumajang district is the purpose of this study. This study uses quantitative methods and multiple linear regression analysis by paying attention to validity and reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing with partial t tests and the coefficient of determination. The study used accidental sampling technique with 60 respondents calculated using the slovin formula with the population, namely people in Lumajang district who buy and use Wardah cosmetics. The results showed that partially digital marketing, price and quality of products have a significant influence on purchasing decisions for Wardah cosmetics in Lumajang district.