The Role of Digital Marketing and Product Quality on Purchasing Decisions with Consumer Satisfaction as an Intervening Variable
Peran Digital Marketing dan Kualitas Produk terhadap Keputusan Pembelian dengan Kepuasan Konsumen Sebagai Variabel Intervening
DOI:
https://doi.org/10.21070/ups.6408Keywords:
Digital Marketing, Product Quality, MSMEs, Purchasing Decisions, Consumer SatisfactionAbstract
The purpose of this study is to determine the digital marketing strategy and product quality that are suitable for purchasing decisions and consumer satisfaction at the Permata Store UMKM. Among the many micro, small and medium enterprises (UMKM) in Kludan Village, Tanggulangin District, is Permata Store which produces and sells clothing. This study uses a quantitative research approach and uses PLS-SEM processed using SmartPLs 4.0.0 as a data analysis tool. Participants in this study must be regular customers of Permata Store (defined as customers who have made two purchases in the last twelve months) or have been regular customers for at least two years. The tool used for this study is a questionnaire. Additional discussion of the findings and analysis of the study will be carried out soon.
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