Dampak Kualitas Produk, Pemasaran Digital, dan Harga terhadap Keputusan Pembelian Sepatu Ventela di Jabodetabek

Nurul Sriminarti; Muhammad Arfan

doi:10.33753/madani.v7i1.364

Nurul Sriminarti Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Jakarta
Muhammad Arfan Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Jakarta

DOI: https://doi.org/10.33753/madani.v7i1.364

Keywords: Product Quality, Digital Marketing, Price, Purchasing Decisions

Abstract

The fashion industry in Indonesia continues to proliferate and can compete with imported products. One of them is a local shoe brand that is increasingly in demand by consumers. In business, product quality, marketing strategy, and price strongly appeal to consumers. The goal of this research is to test the impact of product quality, digital marketing, and price on purchasing decisions for Ventela shoes in the Jabodetabek area. By using a purposive sampling technique, the sample in this research was 210 respondents from Generation Z who were Ventela shoe users or had used Ventela shoes. The questionnaire was distributed via a Google form. Multiple linear regression was employed to analyze the model. The study's results document that product quality has a positive and significant effect on purchasing decisions. Digital marketing shows a positive and significant effect on purchasing decisions. Additionally, price has a positive and significant effect on purchasing decisions. The results of this study have implications for the Ventela shoe company, which needs to pay attention to product quality, product marketing strategies, and price so that consumer satisfaction is achieved and they recommend Ventela shoes to others.

Abstrak

Industri fashion di Indonesia terus berkembang pesat dan mampu bersaing dengan produk impor. Salah satunya adalah brand sepatu lokal yang semakin banyak diminati konsumen. Dalam bisnis, kualitas produk, strategi pemasaran, dan harga memiliki daya tarik yang kuat bagi konsumen. Tujuan dari penelitian ini adalah menguji dampak kualitas produk, pemasaran digital, dan harga pada keputusan pembelian sepatu Ventela di wilayah Jabodetabek. Dengan menggunakan teknik purposive sampling, sampel dalam penelitian ini sebanyak 210 responden dari generasi Z pengguna sepatu Ventela atau pernah menggunakan sepatu Ventela. Kuesioner disebarkan melalui Google form. Regresi linear berganda digunakan untuk mengalisis model. Hasil penelitian mendokumentasikan bahwa kualitas produk mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian. Pemasaran digital menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian ini berimplikasi pada perusahaan sepatu Ventela untuk terus meningkatkan kualitas produk, strategi pemasaran produk, dan harga agar kepuasan konsumen tercapai dan mereka merekomendasikan sepatu Ventela kepada pihak lain.

Kata Kunci: Kualitas Produk, Pemasaran Digital, Harga, Keputusan Pembelian

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